“Consumers are migrating their TV viewing to OTT platforms like Roku, making them increasingly difficult to reach through traditional TV advertising,” said Scott Rosenberg, senior vice president, advertising, Roku. “As TV buyers follow this migration, they need a common currency to plan their investment mix across linear and OTT. With our industry-leading advertising platform, we are uniquely positioned to enable demographic guarantees.”
Nielsen and Roku established a strategic partnership in 2015 to integrate Nielsen’s DAR solution directly into the Roku Ad Framework, Roku’s integrated universal ad SDK. In a statement Roku also said they are working with advertisers to bring this additional capability to TV buying.
“Roku is pushing the industry forward to adopt verification standards for media buying,” said Britney Greenhouse, director of video and digital investment, Horizon Media. “We have been working together with Roku to pilot the audience guaranteed product. We’ve seen positive match rates with Nielsen which are a good sign.”
Erica Sperry, vice president, National Video Investments, Trilia, an IPG agency participating in the MAGNA-Roku partnership. “As viewing migrates increasingly to OTT platforms, it’s critical for us to help our clients stay in the forefront of this shift in consumer behavior. Being able to guarantee on a specific demographic target through DAR gives us an added layer of insight and transparency in creating holistic video recommendations for Chili’s [a national restuarant chain in the US]. We know this platform will play an increasingly prominent role in the media consumption habits of today’s consumers.”
Interestingly, Roku say that ad-supported viewing is the fastest-growing segment on the Roku platform, accounting for half of the top 250 most-watched channels.