Roku, looking to capitalize on the continued swell of advertiser interest in streaming, is giving marketers another tool to measure ad campaigns’ reach and effectiveness across its OTT offerings.
The streaming platform is rolling out new tools to let advertisers review their linear TV campaign performances and model the possible streaming audiences they can reach if they shift advertising budgets to Roku. The tools, called Activation Insights, model what happens to a campaign’s reach and effectiveness if advertisers reallocate different percentages of their budgets to OTT, and they provide advertisers with an “optimal budget spend” estimate to recommend the dollar amount that advertisers should shift to Roku’s OTT platform.
Alison
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