Roku can now give audience guarantees to TV advertisers, so that marketers can now measure campaigns using detailed demographic metrics, comparable to linear TV with Nielsen Digital Ad Ratings.
With the addition of demographic campaigns on the Roku platform, advertisers can ensure they reach their target audiences, including consumers who are not watching linear TV.
Data recently compiled, illustrates the changes that are taking place in TV viewing:
- 40% of Roku customers have cancelled or reduced their traditional pay-TV services.
- Some customers only watch TV using Roku.
- Adults, aged 18-24, watched 46% fewer hours of linear TV in Q3 2016 than in Q3 2010, according to the Nielsen Total Audience Report.
- TV-connected devices made up 23% of average weekly video minutes among adults aged 18-34, more than double that of PC, smartphone and tablet combined, according to a 2016 Nielsen report.
In 2015, Nielsen and Roku established a partnership to integrate Nielsen’s DAR solution directly into the Roku Ad Framework, which resulted in Roku’s ad SDK (advertisement software development kit).
The fastest-growing segment for Roku is ad-supported viewing, accounting for half of the top 250 most-watched channels. In January 2017, Magna and Roku formed a partnership on targeted advertising to OTT audiences. This enabled Magna to reach OTT viewers that have migrated from linear TV services.
