Roku Introduces New OTT Ad Measurement

Roku Introduces New OTT Ad Measurement

Roku Jan. 17 announced a new service for over-the-top advertising measurement.

Ad Insights allows marketers to measure campaign reach and effectiveness across linear and OTT, and more accurately plan their OTT ad investments, according to Roku.

The insights are derived from Roku’s first party data as well as the linear and streaming viewership habits of millions of active accounts and billions of streaming hours, according to the company.

“With our rich first-party data, robust OS and relationships with our consumers we are in a unique position to continue to make meaningful advances in OTT measurement,” said Scott Rosenberg, GM of platform business at Roku. “Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising.”

The Roku Ad Insights Suite includes:

  • Reach Insights– Marketers can quantify unique campaign reach by demographic segments across linear TV, OTT, desktop and mobile.
  • Tune-In Insights– TV networks and content owners can measure the effectiveness of content promotions they run across linear TV, OTT, desktop and mobile.
  • Cord Cutter Insights– Marketers can target and measure campaigns delivered to Roku users who don’t have traditional pay TV subscriptions.
  • Survey Insights– Marketers can gather real-time feedback and demographic insights with short on-device surveys.

Previously, Roku announced it was the first OTT platform to integrate Nielsen Digital Ad Ratings (DAR) and offer audience guarantees based on age and gender, the company noted. In addition to Nielsen, Roku collaborates with leading research providers such as Experian, Kantar Millward Brown, Oracle Data Cloud, Placed and others to provide transparent third-party measurement.

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