MAGNA partners with Roku on OTT ad targeting | Ad Tech | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
Intelligence firm MAGNA has partnered with online video technology provider Roku to deliver targeted advertising to over-the-top (OTT) audiences.

youtube logoMAGNA’s IPG Mediabrands clients will gain accelerated access to the advanced advertising capabilities of the Roku platform, including precision targeting, programmatic workflows, interactivity and audience measurement.

During the 2016 Upfronts, MAGNA secured what it calls “the largest ever Google Preferred deal” and shifted a portion of clients’ TV advertising spend to YouTube. Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT. MAGNA clients already active with Roku include BMW, Coca-Cola, The Hershey Company, MillerCoors, JetBlue, Dunkin Donuts, Charles Schwab, IHOP, Sony Pictures Entertainment and Office Depot.

MAGNA is also actively expanding its television advertising strategy across emerging platforms like OTT, enabling the agency to provide client solutions at the pace of the consumer. According to Nielsen, in December 2016, Roku represented 48% of monthly active streaming players. Roku data, coupled with the proprietary data stack of Cadreon, the programmatic arm of IPG Mediabrands, will provide clients with the ability to precisely target audiences on the Roku platform. Roku is also the only OTT platform to support Nielsen’s Digital Ad Rating (DAR) measurement so far. In an industry-first move, all IPG Mediabrands campaigns will be DAR measured, with the goal of bridging the gap between TV and OTT advertising.

“Last year, we made a concerted effort to provide marketers with viable sight, sound and motion opportunities beyond linear television,” said David Cohen, president, North America at MAGNA. “Now, we’re continuing to diversify the mix, transcending audience demographics while leveraging data in a new and exciting way through our partnership with Roku. They offer the most sophisticated OTT advertising path to reaching customers.”

“By integrating advanced ad technologies directly into our TV operating system, Roku is able to offer advertisers the most advanced ad capabilities in OTT,” added Scott Rosenberg, vice president of advertising at Roku. “This partnership accelerates our work with IPG Mediabrands, and opens the door to close collaboration on new ad products in 2017.”