Roku has announced further advancements in OTT advertising measurement by introducing Ad Insights, which allows marketers to measure campaign reach and effectiveness, and more accurately plan their ad investments. The tool-set helps brands analyse the engagement of TV audiences as they rapidly shift their viewing towards streaming.
The insights are derived from Roku’s first-party data as well as the viewing habits of millions of active accounts. Roku’s new measurement suite comes at a time of significant linear viewership decline. Traditional pay TV providers lost 1.7 million subscribers in 2016 and the pace is accelerating, with more than 2.6 million cutting the cord through September 2017, according to MoffettNathanson.
The Roku Ad Insights Suite includes:
- Reach Insights – Marketers can quantify unique campaign reach by demographic segments across linear TV, OTT, desktop and mobile.
- Tune-In Insights – TV networks and content owners can measure the effectiveness of content promotions they run across linear TV, OTT, desktop and mobile.
- Cord Cutter Insights – Marketers can target and measure campaigns delivered to Roku users who don’t have traditional pay TV subscriptions.
- Survey Insights – Marketers can gather real-time feedback and demographic insights with short, on-device surveys.
Previously, Roku announced it was the first OTT platform to integrate Nielsen Digital Ad Ratings 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.
