While streaming video viewing has shifted to the living room, ad support has struggled to catch up. That changed Wednesday, however, when ComScore and Roku announced that the Roku platform will support ComScore validated Campaign Essentials (vCE), the first platform to do so.
When publishers and advertisers take part in the program, they’ll get the same campaign metrics for their set-top views that they do for their desktop, mobile, and linear TV buys, including GRPs, demographics, reach, and frequency.
“Integrating comScore vCE is another major milestone for our advertising platform,” says Scott Rosenberg, vice president of advertising and audience development at Roku. “With the rapid growth of free, ad-supported programming on Roku, we want to ensure our publishers and advertisers have access to their preferred choice of trusted third-party measurement solutions. Many agencies and brands rely on vCE metrics and Roku is uniquely positioned to offer these capabilities in OTT.”
Getting vCE measurement on Roku devices is a crucial step, as Roku is the leading living room platform with 10 million active accounts. Advertisers are able to target desired viewers, measure results, and compare metrics across platforms. In a statement, Roku noted that ad-supported channels are the fastest-growing segment of its platform. Over half of the top 250 most-viewed Roku channels are free and ad-supported.
“Our goal is to reach our customers where they are most engaged,” says Jeff Giacchetti, vice president of digital for Mediavest Spark. “By broadening campaigns to address OTT audiences, we achieve a more holistic reach and guarantee that the users we want to connect with are actually reachable. Access to the same digital measurement tools on TV that we use on other platforms equals a greater understanding of consumers and the efficiency our clients expect.”
Roku added Nielsen’s Digital Ad Ratings to its platform in 2015.