Subscription streaming media co-pioneer Roku is partnering with Adobe offering marketers access to the former’s 27 million subscribers. Roku operates The Roku Channel, one of the largest ad-supported streaming video platforms. The two companies announced the pact March 26 at the Adobe Summit in Las Vegas.
Marketers using Adobe software and analytics can now target their audiences on the Roku platform through targeted ad buying and access to Roku’s ad inventory.
San Francisco-based Adobe says marketers incorporating the Roku platform can better scale their campaigns, manage frequency and more effectively measure success on over-the-top video.
With lines continuing to blur between advertising and marketing technologies, marketers want to understand advertising’s paid media paths and how they drive valuable site paths that use that data to better optimize campaigns.
“This partnership with Roku allows Adobe customers even more effectiveness while running campaigns on a leading TV streaming platform,” Keith Eadie, VP and GM, Adobe Advertising Cloud, said in a statement.
With ongoing consumer shifts toward OTT video, marketers are zeroing in on spots and campaigns relevant way on TV and the end-user, Scott Rosenberg, GM, platform business, Roku.
“This partnership gives Adobe clients a seamless way to activate their data and reach customers who’ve moved their TV viewing to Roku devices,” Rosenberg said.
With the pay-TV ecosystem continuing to lose subscribers to over-the-top video, a new reports suggests upwards of 80% of consumers committed to broadcast TV also stream video.
The report from Telaria, which markets software to manage video advertising, and Adobe Advertising Cloud illustrates the experiences, behaviors, and television usage among a spectrum of TV consumer segments as cord cutting continues to trend upwards and TV advertising models shift to accommodate viewer distribution channels.
Based on an online survey with 750 respondents representing pay-TV subs, over-the-top streamers and VOD consumers,the findings suggest brands that advertise on TV should also invest in connected TV as streaming digital video grows in popularity – including among pay TV customers. Advertisers will be able to access long-form, broadcast-quality programming that is increasingly available through OTT sources.
Indeed, about 42% of pay-TV subs think cable is necessary to view live sports, news and events – a key factor in their decision to keep the distribution channel.
When faced with the question of how to access TV content if they no longer had cable, 21% of pay-TV subs respondents said they had no idea where to turn. Only 50% of pay-TV subs are satisfied with the price they pay for content relative to the service they get, compared to 77% satisfaction among OTT subs. Another 55% of pay-TV subs said they found cord-cutting options confusing.
“Streaming services are providing premium video content at attractive price points and [pay-TV subs] are taking notice,” Karen Ring, head of research at Telaria, said in a statement. “Once [connected TV] services address the consumer confusion around streaming options and better communicate the live content available on their platforms, consumers will have a higher comfort level streaming. As viewers continue to increase time spent with CTV and ad supply increases, marketers need to learn how to create an effective advertising strategy that spans all types of TV.”