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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.

 

 

 

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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC

Video ad serving platform SpotX today announced a new header bidding suite built specifically for video, featuring a server-side wrapper and an advancement of the company’s shift from tag-based integrations. The new suite of solutions complement SpotX’s advanced ad serving tools to execute unified auctions in a more effective and efficient manner than header bidding alone.

T-Mobile is teaming up with Netflix to provide the streaming service’s basic subscription at no extra cost for those who subscribe to T-Mobile One family plans.

According to reports, Facebook is “offering music publishers hundreds of millions of dollars to retain the rights to music featured in videos uploaded by users and page owners” to appease copyright holders.

Video streaming service Roku has filed paperwork Friday to list its shares on the Nasdaq stock exchange.

Amazon has launched Brown Sugar, a subscription-video-on-demand service featuring African-American movies.

Facebook’s Ads Manager is apparently inflating the numbers regarding the reach that ads can have on the platform, claiming that ads can reach a potential of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.

Google is allowing the public and developers to test a feature through which users can mute the sound on video ads through experimental browser Chrome Canary.

Streamroot, pioneer in distributed over-the-top (OTT) video delivery solutions, announced that the company has secured an additional $3.2 million in funding, bringing the company’s total financing to $6 million. Contributions in this round came from premier international firms including Partech Ventures, Techstars Venture Capital Fund, Verizon Ventures and R/GA.

San Francisco ad tech firm RhythmOne has acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.

LATAM MARKET

From 2016 to 2017, ad spend on online video increased by 200% in Mexico, and small and medium-sized businesses represent 25% of that ad spend, according to a study by DynAdmic.

HubSpot‘s The State of Inbound report revealed that 58% of LatAm businesses are investing in Facebook video ads, compared to 50% in 2016.

According to Buenos Aires, Argentina-based Observatorio Web, Google results for the word “Jew” come up with more antisemitic results in Spanish than in English, and 484 Spanish-language videos denying the Holocaust have received nearly 1.7 million views collectively during 2016 alone.

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