Roku Introduces New Ad Insights Suite to Enable Marketers to Better Quantify OTT Advertising Results
January 17 2018 - 9:00AM
Business Wire
Offers Deeper Audience Insights and
Cross-Platform Video Reach Analysis for More Precise
Measurement
Roku, Inc. (NASDAQ: ROKU) today announced further advancements
in over-the-top (OTT) advertising measurement by introducing Ad
Insights. The new offering allows marketers to measure
campaign reach and effectiveness across linear and OTT, and more
accurately plan their OTT ad investments. The toolset helps brands
analyze 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 linear and streaming viewership habits of millions of active
accounts and billions of streaming hours. Roku’s new measurement
suite comes at a time of significant linear viewership decline.
Traditional pay-tv providers — cable, satellite and telephone
companies — 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
“We are increasingly looking for ways to quantify the ROI from
our OTT ad campaigns,” said Marissa Jimenez, President of GroupM’s
Modi Media. “Roku’s new measurement tools allow us to better
understand how OTT ads perform compared to other platforms, which
in turn can influence media spend. This is a valuable resource to
Modi and our clients.”
“With our rich first-party data, robust OS and relationships
with our consumers we are in a unique position to continue to make
meaningful advances in OTT measurement,” said Scott Rosenberg, GM
of Platform Business at Roku. “Our investment in new measurement
tools reflects our strong commitment to helping brands fully
leverage the benefits of OTT advertising.”
Previously, Roku announced it was the first OTT platform to
integrate Nielsen Digital Ad Ratings (DAR) 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. For more information,
visit: www.roku.com/advertising
About Roku Inc.
Roku pioneered streaming to the TV. We connect users to the
streaming content they love, enable content publishers to
build and monetize large audiences, and provide advertisers
with unique capabilities to engage consumers. Roku streaming
players and Roku TVTM models are available around the world through
direct retail sales and licensing arrangements with TV OEMs and
service operators. Roku is headquartered in Los Gatos, Calif.
U.S.
Cautionary Statement Regarding Roku Forward-Looking
Statements
This press release contains “forward-looking” statements that
are based on our beliefs and assumptions and on information
currently available to us on the date of this press release.
Forward-looking statements may involve known and unknown risks,
uncertainties and other factors that may cause our actual results,
performance or achievements to be materially different from those
expressed or implied by the forward-looking statements. Except as
required by law, we assume no obligation to update these
forward-looking statements publicly, or to update the reasons
actual results could differ materially from those anticipated in
the forward-looking statements, even if new information becomes
available in the future. Important factors that could cause our
actual results to differ materially are detailed from time to time
in the reports Roku files with the Securities and Exchange
Commission, including our Form 10-Q for the quarter ended September
30, 2017. Copies of reports filed with the SEC are posted on Roku’s
website and are available from Roku without charge.
Roku and Roku TV are registered trademarks of Roku, Inc. in the
U.S. and in other countries.
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Roku, Inc.PressKelli Gailkgail@roku.comorInvestorJames
Samfordir@roku.com
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