Published January 18th, 2018
Roku is introducing Ad Insights, an advertising measurement product promising to offer more metrics for tracking marketing campaigns across linear and OTT.
The new suite of metrics will allow marketers to quantify unique campaign reach by demographic segments across linear TV, OTT, desktop and mobile; TV networks and content owners to measure the effectiveness of content promotions they run across linear TV, OTT, desktop and mobile; marketers to target and measure campaigns delivered to Roku users who don’t have traditional pay TV subscriptions; and marketers to gather real-time feedback and demographic insights with short on-device surveys.
“With our rich first-party data, robust OS and relationships with our consumers we are in a unique position to continue to make meaningful advances in OTT measurement,” said Scott Rosenberg, GM of Platform Business at Roku, in a statement. “Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising.”
“We are increasingly looking for ways to quantify the ROI from our OTT ad campaigns,” said Marissa Jimenez, president of GroupM’s Modi Media, in a statement. “Roku’s new measurement tools allow us to better understand how OTT ads perform compared to other platforms, which in turn can influence media spend. This is a valuable resource to Modi and our clients.”
Roku’s new ad measurements only measure the ads and promotional content that is viewed on the Roku platform.
The new metrics from Roku come after the streaming video platform and device company integrated Nielsen Digital Ad Ratings and began offering audience guarantees based on age and gender. Roku also works with other research providers including Experian, Kantar Millward Brown, Oracle Data Cloud and Placed.
Source: Fierce cable
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More than half of all Americans, or 56 percent, have the ability to watch internet video on their TVs — but they’re still watching regular TV most of the time.
Since 2015, there has been a 20 percentage-point increase in the share of adults who can get internet video on their TV, either through the TV itself or by using a device like a Chromecast, according to a new report from ad trade agency Interactive Advertising Bureau.
But a large portion of the time (39 percent), people are using these TVs to watch old-fashioned live TV. As for internet video, they’re streaming Netflix or YouTube or Hulu about 24 percent of the time.
Fortunately for subscription streaming services like Amazon and Netflix that offer TV-on-the-internet packages, that share is going up.
People who do use their TVs to watch Netflix or Hulu are doing so more often. About half (46 percent) of people with streaming-enabled TVs watch streaming video daily, up from 32 percent in 2015.
What are they streaming? Seventy-nine percent watch TV shows (either currently airing, or shows that have aired in the past), whereas a close 70 percent watch subscription originals like Netflix’s “Stranger Things” or Hulu’s “Handmaid’s Tale.”