Roku Deepens Measurement Capabilities to Further Capture Benefits of OTT Advertising
October 09 2018 - 9:00AM
Business Wire
Eleven Companies Join New Measurement
Partner Program to Provide More Robust Third-Party Solutions for
Media Campaigns
Roku, Inc. (Nasdaq: ROKU) today announced a Measurement Partner
Program to help brands and publishers quantify the impact of OTT
advertising campaigns running on the Roku® platform across a wide
variety of marketing and sales outcomes.
Eleven partners including Acxiom, comScore, Experian, Factual,
IHS Markit, Kantar, Nielsen, Nielsen Catalina Solutions, Oracle
Data Cloud, Placed and ResearchNow SSI are now part of the program.
Each of the companies measure 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 unique first party data.
Advertisers continue to shift dollars from linear TV to OTT. By
offering a broad set of measurement solutions, Roku and its
measurement partners are helping brands achieve more campaign
success and quantify their return on investment in OTT.
Roku helps marketers track results on both OTT and linear TV
across a variety of points during a campaign. Through the
Measurement Partner Program, Jack in the Box worked with Placed to
determine its campaign on the Roku platform drove more than 164,000
store visits from December 2017 through February 2018. 43 percent
of the campaign reach came from potential new customers.
“As OTT becomes a larger share of their annual ad spend, brands
are actively seeking trusted third-party measurement,” said Dan
Robbins, director of ad and programming research, Roku. “Roku is
committed to providing an open ad platform that ensures marketers
have a wide variety of tools and standards to benchmark
against.”
“Our clients are increasingly looking to us to demonstrate
specific ways their campaign resonated with their target audience
and drove better business results,” said Mike Law, executive vice
president, managing director, Video Investment for
Dentsu Aegis Network. “Having access to Roku’s various
measurement capabilities will help us continue to improve our OTT
strategy, planning, and investment.”
With the Measurement Partner Program, Roku is further expanding
its measurement capabilities across its platform. Roku was the
first OTT platform to integrate Nielsen Digital Ad Ratings (DAR)
and offer audience guarantees based on age and gender. Earlier this
year, Roku also announced Ad Insights, a new measurement suite that
leverages Roku’s first party data to measure campaign reach and
effectiveness across linear TV and OTT.
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.
Roku is a registered trademark and Roku TV is a trademark of
Roku, Inc. in the U.S. and in other countries.
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Kelli GailRoku917-981-4193kgail@roku.com
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