OTT set-top-box device service Roku is making new in-house advertising data tools available, which it says will help standardize measurement across the OTT space.
Roku Ad Insights will allow marketers more audience measurements, as well as cross-platform video reach analysis for both OTT and linear TV to help advertisers more effectively plan OTT media campaigns.
In 2015, Roku announced a deal with Nielsen Digital Ad Ratings (DAR) to measure OTT viewing -- from over-the-top video to Roku streaming players and Roku-powered smart TVs. This lets marketers measure campaigns on the Roku platform using detailed age/gender demographic metrics comparable to linear TV.
For its new measurement efforts, Roku will use first-party data, as well as linear and streaming viewer behavior, for its now 19 million monthly active user accounts.
Roku is the biggest set-top box brand with the most U.S. connected TV users -- 38.9 million -- according to an eMarketer estimate last year.
Roku Ad Insights includes: reach data, with which marketers can quantify unique campaign reach by demographic segments; tune-in measures, so the effectiveness of the content promotions can be determined; cord-cutting data, letting marketers measure campaigns delivered to Roku users who don’t have a traditional pay TV subscription; as well as data marketers can gather for real-time feedback and demographic insights with on-device surveys.
In addition to Nielsen, Roku has worked with numerous research providers, such as Acxiom, Experian, Kantar Millward Brown, Nielsen Catalina Solutions, Oracle, Placed.