Roku Launches Closed-Loop Outcomes Measurement

US-based streaming platform and TV tech company Roku is rolling out a machine learning-powered optimisation suite, Roku Outcomes, adding performance advertising capabilities to streaming TV.

San Jose, CA-based Roku is a quiet giant in US and international media, providing TVs, streaming players and TV-related audio devices in countries around the world via a combination of direct retail sales and licensing arrangements with TV OEM brands; its own branded TVs and Roku Smart Home products exclusively in the USA; international entertainment service The Roku Channel; and a TV operating system (OS) giving a detailed analysis of viewing habits, preferences and identity. The last includes a clean room and integration with the Roku Exchange for programmatic advertising.

The new Roku Outcomes offer allows marketers to optimise delivery for a specific action, such as an app install or a subscription at a target cost per acquisition (CPA) they set. The suite comprises two purpose-built tools to help brands align campaign delivery with their business goals: Roku Outcomes Amplify is designed to maximise unique and incremental household reach, including reaching households beyond linear TV or an existing media plan; and Roku Outcomes Actions, which drives advertiser-defined conversions, including app installs, first-time views, sign-ups, subscriptions and trials.

James Kelm (pictured), the firm's VP Products, Advertising, comments: 'Performance marketers want to know: Did it drive action and at what cost? Roku Outcomes lets our media and entertainment clients set the CPA they need and puts the scale and attention of TV behind it with measurement they can trust, because the ad, the install, and the first stream all happen on the same platform. That's closed loop measurement only a TV operating system can offer.' In addition, Roku's machine learning models continually adjust bids and delivery in real time while campaigns are running.

Roku Outcomes Actions is initially available for media and entertainment advertisers, with support for purchases, website visits, and cart activity planned.

Web site: www.roku.com .