Roku and Innovid Extend TV Measurement Offer

Streaming platform and device specialist Roku has expanded its partnership with omni-channel TV advertising and analytics platform Innovid for a new solution to measure daily demographic reach and frequency on TV campaigns run across both Roku's platform and Linear TV.

The new solution, building on the existing Roku Ad Insights, combines data on linear TV and OTT viewing from Roku's 30.5m active accounts and Innovid's OTT ad serving for more than 75m households, and promises to help marketers allocate ad inventory without additional tagging or integrations. The two firms have worked together since 2015. The pair plan to extend the solution to include all OTT, not just Roku's.

Quoted on www.advanced-television.com , Alison Levin, VP Ad Sales and Strategy at Roku says, 'More than half of Roku's audience are cord cutters. As marketers follow viewers from linear TV to OTT, they need tools to evaluate audience overlap and incremental reach across screens and suppliers'.

Jessica Hogue (pictured), recently appointed GM of Measurement and Analytics at Innovid, comments: 'Marketers understand that OTT can build incremental reach to traditional TV buys. Innovid and Roku are now making it easier to connect audiences across all of television'.

Innovid, which last week announced the acquisition of ad creative optimization software firm Herolens.

Web site: www.innovid.com and www.roku.com .

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