Roku Launches Measurement Programme for OTT Advertising

Roku has launched its Measurement Partner Programme, helping brands and publishers quantify the impact of OTT advertising campaigns running on the platform, along with eleven partners, including Acxiom, comScore, Experian, Factual, IHS Markit, Kantar, Nielsen, Nielsen Catalina Solutions, Oracle Data Cloud, Placed and ResearchNow SSI.

Each company measures a specific part of the marketing funnel, including audience demographics, brand awareness, store visits, website visits and sales increases. The tools are included within the Roku Ad Framework, which is built on an open platform that leverages Roku’s first-party data.

Through the programme, fast food chain Jack in the Box worked with location-driven insight firm Placed and found that its campaign on the Roku platform drove more than 164,000 store visits from December 2017 to February 2018. 43% of the campaign reach came from potential new customers.