Aiming to capture further the benefits of OTT advertising, online video technology provider Roku has announced a new measurement partner programme built for over-the-top campaigns.
The programme is designed 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. Roku believes that such a programme is necessary given that advertisers are continuing to shift dollars from linear TV to OTT.By offering a broad set of measurement solutions, Roku is confident that it and the measurement partners can help brands achieve more campaign success and quantify their return on investment in OTT. Roku claims to be 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.
Initial partners include comScore, Experian, Factual, IHS Markit, Kantar, Nielsen, Nielsen Catalina Solutions, Oracle Data Cloud, Placed and ResearchNow SSI are now part of the programme. 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.
“As OTT becomes a larger share of their annual ad spend, brands are actively seeking trusted third-party measurement,” commented 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,” added 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.”
