Roku, Inc. (NASDAQ: ROKU) today announced Activation Insights, a
powerful new tool to target audiences that have shifted to OTT. The
capability combines a comprehensive review of a brand’s linear TV
campaign performance, with an analysis of the potential OTT audience
missed and the optimal budget spend on the Roku® platform.
Activation Insights is part of Roku Ad Insights Suite, which helps
brands measure campaign reach and effectiveness across linear TV and
OTT. With deep first-party insights from Roku’s 29.1 million active
accounts brands can now better model potential investment with Roku and
estimate an unduplicated, incremental audience – whether the audience is
light TV viewers and cord-cutters or viewers who were under or over
exposed to a brand’s ads on linear TV.
“Smart marketers are significantly increasing investments in OTT to
reflect the dramatic shift to streaming,” said Scott Rosenberg, SVP and
GM, Platform Business, Roku. “By adding the ability to tie advertising
performance on linear with a specific audience that advertisers can gain
on OTT, we are addressing a long-standing industry challenge for OTT
media planning. We believe it’s no longer a question of when advertising
budgets will shift to streaming but how much.”
According to Magna Global, OTT accounts for 29 percent of TV viewing but
so far has only captured 3 percent of TV ad budgets. Roku provides
significant scale and reach to help advertisers catch up to where
consumers already are. Additionally, Roku offers advertisers some of the
most advanced tools in OTT to deliver more effective, targeted and
measurable campaigns.
With Roku’s Reach Insights measurement tool brands such as Baskin
Robbins and RE/MAX found that a sizable audience was no longer being
reached via their linear TV campaigns. Eighty-six percent of people age
18-49 who saw a Baskin Robbins ad on the Roku platform did not see the
ad on linear TV, leading to a 10.6 percent incremental reach.
Additionally, 81 percent of users age 25-54 who saw a RE/MAX ad on the
Roku platform did not see the ad on linear TV, leading to a 9.2 percent
incremental reach.
“This year’s TV upfront made one thing very clear, OTT is the new cable
and powerful new video channel to reach today’s consumers,” said Michael
Piner, SVP, Video and Data Drive Investments, MullenLowe. “Roku’s tool
helps show us just how effective OTT is at reaching our advertisers’
valuable consumers. It gives us a detailed look behind the GRP, allowing
us to identify key audiences we’re missing or over/under exposed to
Linear TV ads but that can be effectively reached on their Roku devices.”
About Roku, Inc.
Roku pioneered streaming to the TV. We connect users to the streaming
content they love, enable content publishers to build and monetize large
audiences, and provide advertisers with unique capabilities to engage
consumers. Roku streaming players and Roku TV™ models are available
around the world through direct retail sales and licensing arrangements
with TV OEMs and service operators. Roku is headquartered in Los Gatos,
Calif. U.S.A.
Roku is a registered trademark and Roku TV is a trademark of Roku,
Inc. in the U.S. and in other countries.
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