As TV viewing habits continue to change significantly, marketers are searching for other ways to engage with these fragmented audiences. For instance, more and more marketers are shifting a large chunk of their advertising budget to over-the-top, or OTT, services which draw a growing number of viewers away from traditional TV, particularly those from the younger demos advertisers covet.
But the marketers who are moving a significant amount of their ad spend to OTT want help quantifying how effective their ad campaigns are and a way to validate results.
And that’s where streaming TV company Roku comes in. Today, the company is introducing a new measurement suite called Roku Ad Insights that lets brands and agencies measure how effective their marketing is on OTT in four ways.
There’s a Reach Insights tool, which marketers can use to quantify their ad campaigns by demo across linear TV, desktop and mobile. Tune-In Insights lets TV networks and media owners measure the effectiveness of ads and the viewership lift they provide by demo across the Roku platform, linear TV, desktop and mobile. Cord-Cutter Insights provide information to marketers about cord cutters, the people who don’t have pay TV, to ensure their campaigns reach this ever-growing segment of the entertainment-consuming population. And there’s Survey Insights, which allows marketers to gather feedback quickly on how effective the ads actually are among Roku’s audience. This is done via a live on-screen survey marketers can use to learn what viewers are thinking in real time, as opposed to having to contact them later or using an off-device method.
All in all, the Roku Ad Insights measurement tool is derived from first-party viewership data on the Roku platform from the 19 million active Roku accounts—active accounts is Roku’s rough corollary to households—that stream billions of hours of content on TV, mobile and desktop, and it endeavors to help nearly half of the top 200 advertisers by spend that advertise on Roku better quantify and measure their OTT investments.
Roku sees its new product as a way to improve the over-the-top universe as a whole.
“We don’t see this as competitive with anyone else,” said Roku head of ad research and measurement Dan Robbins. “I think what makes Roku unique compared to other companies in the space is that while others haven’t really leaned into measurement, we believe it’s essential to move OTT and streaming TV forward. We work closely with Nielsen and others to lean into transparent third-party measurement in our platform. We look at this as a way to continue to evolve that as a way to bring all of the different data, ad-tech and media assets that we have to the forefront.”
As with any audience measurement tool, privacy is a concern, and it’s something the company takes seriously.
“One of the great things about this measurement suite is that all the insights and aggregation happens within our house and so we have the tools do this,” Roku gm Scott Rosenberg told Adweek. “It’s also happening on an aggregated basis across pretty large segments. We’re not providing individualized data as an output of any of these products that we’re launching here.”