What: Over-the-top streaming firm Roku has introduced a new feature aimed at helping marketers measure campaign reach and effectiveness.
Why it matters: Being able to quantify effectiveness and reach will provide marketers with better control of video ad results while taking care of audience’s privacy.
As marketers move their ad spend from broadcast TV to OTT services, they need a means to quantify the results of their campaigns. With this in mind, Roku has introduced ‘Ad Insights’, a series of tools for a complete perspective on how effective ads are.
With the Reach Insights tool, marketers can quantify their ad campaigns by demographic segment across linear TV, desktop, and mobile; Tune-In Insights lets TV networks and media owners measure the viewership lift they provide by demographic segment across the Roku platform, linear TV, desktop, and mobile; Cord-Cutter Insights provides information to marketers about cord cutters, people who don’t have traditional pay TV; and with Survey Insights, marketers can gather feedback on ad effectiveness among Roku’s audience.
“We are increasingly looking for ways to quantify the ROI from our OTT ad campaigns,” said Marissa Jimenez, President of GroupM’s Modi Media. “Roku’s new measurement tools allow us to better understand how OTT ads perform compared to other platforms, which in turn can influence media spend. This is a valuable resource to Modi and our clients.”
“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.”
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. 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.