Roku announces analytics, planning tools for OTT ads | Ad Tech | News | Rapid TV News
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With the intention of addressing monetisation of audiences that are increasingly shifting to over-the-top services, Roku has launched Activation Insights.
Roku Premium 29Jan2019
The new analytics and planning solution is said to combine a ‘comprehensive’ review of a brand’s linear TV campaign performance, with an analysis of the potential OTT audience missed and the optimal budget spend on the Roku online video platform. It is part of the Roku Ad Insights Suite, which helps brands measure campaign reach and effectiveness across linear TV and OTT.

With deep first-party insights from its 29.1 million active accounts, Roku believes that brands can now better model potential investment and estimate an unduplicated, incremental audience – whether the audience is light TV viewers and cord-cutters or viewers who were under or over exposed to a brand’s ads on linear TV.

“Smart marketers are significantly increasing investments in OTT to reflect the dramatic shift to streaming,” explained Scott Rosenberg, SVP and GM, platform business, Roku. “By adding the ability to tie advertising performance on linear with a specific audience that advertisers can gain on OTT, we are addressing a long-standing industry challenge for OTT media planning. We believe it’s no longer a question of when advertising budgets will shift to streaming but how much.”

“This year’s TV upfront made one thing very clear, OTT is the new cable and powerful new video channel to reach today’s consumers,” said Michael Piner, SVP, video and data drive investments of advertising and marketing communications agency MullenLowe. “Roku’s tool helps show us just how effective OTT is at reaching our advertisers’ valuable consumers. It gives us a detailed look behind the GRP, allowing us to identify key audiences we’re missing or over/under exposed to linear TV ads but that can be effectively reached on their Roku devices.”

In trials already taken place Roku said that its Reach Insights measurement tool has enabled brands such as Baskin Robbins and RE/MAX to find an audience was no longer being reached via their linear TV campaigns. It noted that 86% of people age 18-49 who saw a Baskin Robbins ad on the Roku platform did not see the ad on linear TV, leading to a 10.6% incremental reach. Additionally, 81% of users age 25-54 who saw a RE/MAX ad on the Roku platform did not see the ad on linear TV, leading to a 9.2% incremental reach.