In the US, TV streaming specialist Roku has set up a Measurement Partner Program comprising eleven companies - including comScore, Nielsen and Kantar - to help brands and publishers quantify the impact of OTT (over the top) advertising campaigns running on its platform.
OTT refers to content providers that distribute streaming media directly to viewers over the Internet. Roku says its program will help brands achieve more campaign success and quantify their return on investment in OTT. Roku was the first OTT platform to integrate Nielsen Digital Ad Ratings (DAR) and offer audience guarantees based on age and gender, and earlier this year, the company launched Ad Insights, a measurement suite that uses Roku's first party data to measure campaign reach and effectiveness across linear TV and OTT.
Members of Roku's new program - Acxiom, comScore, Experian, Factual, IHS Markit, Kantar, Nielsen, Nielsen Catalina Solutions, Oracle Data Cloud, Placed and ResearchNow SSI - will each measure a specific part of the marketing process. This includes audience demographics, brand awareness, store visits, web site visits and sales increases, using tools built on an open platform that taps Roku's first party data.
Dan Robbins (pictured), Roku's Director of Ad and Programming Research, comments: 'As OTT becomes a larger share of their annual ad spend, brands are actively seeking trusted third-party measurement. Roku is committed to providing an open ad platform that ensures marketers have a wide variety of tools and standards to benchmark against'.
Web site: www.roku.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.