Roku Rolls Out Tool to Quantify OTT Ad Results

In the US, OTT set-top-box device service Roku has introduced a new solution called Ad Insights, to help marketers measure campaign reach and effectiveness across linear and OTT television ad content.

Roku says it was the first OTT platform to use Nielsen Digital Ad Ratings (DAR) to measure OTT viewing - from over-the-top video to Roku streaming players and Roku-powered smart TVs - and offer audience guarantees based on age and gender. In addition to Nielsen, Roku collaborates with research providers such as Experian, Kantar Millward Brown, Oracle Data Cloud, Placed and others, to provide third-party measurement.

The company's new Ad Insights solution has been developed to help brands analyse the engagement of TV audiences as they shift their viewing to streaming. Insights are drawn from Roku's first party data, as well as the linear and streaming viewership habits of its nineteen million monthly active user accounts, and billions of streaming hours. Through the suite, marketers can quantify campaign reach by demographic segments across linear TV, OTT, desktop and mobile; and TV networks and content owners can measure the effectiveness of content promotions they run across these platforms. In addition, marketers can gather real-time feedback and demographic insights with short, on-device surveys.

Commenting on the launch, Scott Rosenberg (pictured), GM of Platform Business, said: '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. Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising'.

Web site: www.roku.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.