|[October 09, 2018]
Roku Deepens Measurement Capabilities to Further Capture Benefits of OTT Advertising
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 (News - Alert), 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
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 (News - Alert) worked with Placed to determine its capaign 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
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.
View source version on businesswire.com: https://www.businesswire.com/news/home/20181009005415/en/
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