Roku Is Building a Bridge for TV Advertisers with Nielsen’s Audience Guarantees

Roku Is Building a Bridge for TV Advertisers with Nielsen’s Audience Guarantees

Roku, a creator of connected devices that permit users to customize their TV viewing expertise, can currently permit advertisers to shop for against Nielsen’s acquainted audience guarantee system.

“TV advertisers have decades of expertise with a similar modeling, targeting and activity systems,” Scott Rosenberg, Roku’s svp of advertising, told Adweek. “This service can permit them to follow viewers as they move their TV time.”

According to a recent study, forty P.C of Roku customers have cut or “shaved” the cable twine, selecting to look at their TV via streaming. In addition, Nielsen knowledge shows fewer and fewer folks are looking at linear TV.

TV connected devices, like Roku, Apple TV, and Google Chromecast, conjure roughly twenty-three P.C of average weekly video minutes among adults 18-34. That’s over double that of PCs, smartphones, and tablets combined.

To Rosenberg, Roku users didn’t essentially mature with associate degree allegiance to anciently paid TV service. Instead, they’ve been “willing to introduce and build their own custom bundle or viewing package.”

And media agencies have gotten on board.

“We are excited to partner with Roku on this first-to-market chance,” same true heath applied scientist, vp of national video investments for Trilia. “As viewing migrates progressively to OTT platforms, it’s crucial for America to assist our shoppers in keeping within the forefront of this shift in shopper behavior.”

Roku’s audience guarantees are accessible for advertisers on Roku’s app additionally as among ad-supported services on Roku devices, like Hulu.

“Roku is pushing the trade forward to adopt verification standards for media shopping for on OTT platforms,” aforementioned Britney Greenhouse, digital media director for Horizon Media. “We are operating alongside Roku to pilot the audience secure product. We’ve seen positive match rates with Nielsen that are a decent sign.”

Ad-supported content accounts for half the highest 250 most-watched

Channels on Roku. Rosenberg says shoppers are searching for the price, “but the ad infrastructure should work properly to fulfill their desires.”

“It’s up to U.S. within the selling field to figure more durable to be relevant and interesting with shoppers,” he said. “Everyone’s AN sceptered viewer WHO will select what to observe and once to observe it.”