What Display Daily thinks: Selling TVs may have been just about how many screens were shipped to someone’s home, but the future data is going to be highly dependent on how many people watched the screen, and what they watched.
The TV business is moving into a new era, and it just doesn’t bear the same analysis. At least, not if you are selling your own branded TVs. Data partnerships, advertising integration, and audience metrics are probably going to be more valuable than how much screen real estate you get into the home.
That’s why the real technical challenge is going to be integrating under-glass sensor and camera technologies for TV screens to up the level of engagement. It gets a little creepy in some ways, but no creepier than what your phone is doing to you right now.
The other interesting thing about ads is that they require the best means of presentation, ie, the best display. Finally, your high-end TV specs, color gamuts, and resolutions may have found even more value if you can convince advertisers that their wares are better experienced on your TV than someone else’s.
You think that’s far fetched? I can wait until, someone’s preparing to make the case that their TV will sell more clothes and fashion accessories because of its superior colors, brightness, and resolution. Wouldn’t you think that shopping, more than movies, requires the most realistic colors and attention to detail?
Comscore and Roku Work Together on Cross-Platform Measurement of Audience Data
Comscore has entered into an agreement with Roku to integrate Roku data into its cross-platform measurement solution Comscore Campaign Ratings (CCR).
The deal will allow Comscore clients at agencies and brands to access co-viewing insights specific to the Roku platform. This comes at a time when audience habits are shifting to streaming across devices, with 81% of US households streaming content monthly.
Co-viewing data helps content providers and advertisers understand how many people are actually being exposed to their content, beyond just the person holding the remote. With streaming services, co-viewing metrics provide insights beyond just subscriber households. Measuring co-viewing is important for determining the true reach of programming and advertising campaigns. Traditional Nielsen TV ratings only count the household, not specific viewers. More granular co-viewing data leads to better optimization of content and ad targeting.
Roku accounts for a large share of streaming TV time, with 38% of household streaming hours spent on Roku. Comscore reported a 16% year-over-year increase in households using Roku for streaming TV. By integrating Roku data, Comscore can now unlock Roku co-viewing metrics. This cross-platform, person-level measurement will help advertisers optimize campaigns.
Analysis of Roku ad campaigns with CCR shows not only reach and frequency on Roku but also incrementality compared to linear TV. In a study of 6 major brand campaigns, Roku delivered 3.6 impressions on average to the target audience versus 11.4 times on linear TV. Comscore says this illustrates how brands can understand Roku’s impact within media plans and compare co-viewing to other platforms. As ad dollars shift to streaming TV, measurement solutions like CCR are part and parcel of cross-screen optimization.
