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When Roku and Nielsen struck a strategic alliance last March, users of connected TV’s most popular platform were promised a major advertising upgrade.
Roku, whose platform now has 56.4 million active accounts, is adding Nielsen’s Digital Ad Ratings audience guarantees to its ad platform OneView, which the connected TV company says makes OneView the first ad-buying platform to enable Nielsen guarantees across TV streaming.
The product will let OneView customers choose a specific age and gender demographic and only pay for the ad impressions that will reach their target audience.
“We believe that all TV ads will be streamed and that all TV ad measurement will be automated. Now, upfront advertisers in OneView will be among the first to see audience overlap across major devices, channels and publishers on their plan,” said Louqman Parampath, Roku’s vp of product management, in a statement. “Our goal is to offer diverse tech and measurement offerings that move the industry forward.”
Audience guarantees in OneView will be available for ads running on Roku’s platform ahead of this year’s upfront. In 2021, the connected TV giant completed its upfront business a full quarter earlier than in years past—even ahead of one upfront week presenter—and doubled its upfront spend commitments year-over-year.
In 2015, Roku became the first TV streaming platform to launch Nielsen guarantees. With Roku and Nielsen’s strategic alliance, OneView will apply Nielsen measurements to all four screens: traditional pay TV, TV streaming, desktop and mobile.
According to Roku, marketers use its OneView ad platform to manage advertising across TV streaming, desktop and mobile campaigns that reach an estimated four in five homes in the U.S. With the acquisition of Nielsen’s advanced video advertising (AVA) business, including the measurement company’s automatic content recognition and dynamic ad insertion technologies, Roku added advertising on traditional TV to the minute.
Roku said it has also made Nielsen audience guarantees more precise with data points from its direct relationships with consumers, allowing publishers to use proprietary data signals from Roku to improve their own audience guarantees.
The announcement follows a recent move from LG Ad Solutions, the advertising and data platform from LG Electronics, which rolling out a new suite of guaranteed outcome-based media offerings in which marketers will only pay for connected TV ads when they meet specified performance goals.
The LG Ad Solutions Guaranteed Outcomes program is designed to allow brands, their native and CTV video ads running on LG smart TVs to meet campaign goals across a range of KPIs, including frequency, demographics and VCR. Buyers will only pay for ads that are viewed to 100% completion and for conversion metrics.
