Roku Introduces Audience Marketplace for OTT Ad Sellers and Buyers
June 27 2018 - 9:00AM
Business Wire
Publishers Can Leverage Roku Data and Tools
to Deliver Targeted OTT Advertising
Roku, Inc. (NASDAQ: ROKU) today introduced Audience Marketplace,
a new way advertising buyers and sellers can more effectively
target audiences on the Roku platform in the U.S. By leveraging
Roku’s first-party data and proprietary ad technology, publishers
can use Audience Marketplace to sell targeted audiences on the Roku
platform to advertisers.
Roku has extensive insights into its millions of OTT streamers,
and offers the ability to precisely target specific segments at a
household level. Among adults aged 18-34, Roku delivers 10.2
percent incremental reach over linear TV, according to
Nielsen.1
“The business of streaming is winning – both in the minds of
consumers and advertisers,” said Seth Walters, VP, Demand
Partnerships, Roku. “As the industry’s leading TV streaming
platform, we’re well-positioned to empower our publishers to unlock
the full potential of OTT advertising and help them to meet the
needs of brands and consumers.”
Initial publishers participating in Audience Marketplace include
Fox, Turner, and Viacom. Advertisers can take advantage of the
Audience Marketplace through programmatic or traditional direct
selling methods. Marketers will benefit from the ability to more
precisely message viewers across Roku’s leading TV streaming
platform.2
“Over-the-top distribution has been a key audience driver for
Turner’s portfolio of premium content, with Roku being one of the
preeminent partner platforms,” said Larry Allen, Vice President, Ad
Innovation & Programmatic Solutions, Turner. “Participating in
Roku’s Audience Marketplace gives us access to rich insights and
enhanced audience targeting capabilities, extending the ability for
ad buyers to reach and engage with streaming viewing audiences that
are critical to grow their business.”
“Roku’s ability to precisely message luxury auto-intenders in
premium TV programming unlocks great value for our clients,” said
Garrett Winkler, Director of Connected TV Lead, Modi Media. “It
helps significantly reduce waste and delivers a more relevant
viewing experience. We see this as a huge step towards unifying
targeting for connected TV campaigns.”
Roku is a pioneer in advanced OTT advertising with the
industry’s first Nielsen measurement solution, native interactive
ad technology, and its recently launched Roku Ad Insights
Measurement suite. Roku operates a large and growing dedicated OTT
ad sales team. With the launch of Audience Marketplace, Roku is
extending these advanced targeting capabilities to major
publishers, as part of an effort to enhance advertising flowing
through its platform, and to help publishers make their offering
more compelling in an increasingly programmatic, data-driven TV
advertising market.
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 TV™ 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.A.
1 Nielsen, April 20172 Leadership based on hours streamed,
Kantar Milward Brown, Q1 2018
Roku and Roku TV are registered trademarks of Roku, Inc. in the
U.S. and in other countries.
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RokuKelli Gail, 917-981-4193Director of PRkgail@roku.com
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