Brands need to know their OTT ads are having an effect, and that’s what Roku aims to deliver. The leading OTT video platform today announced the Measurement Partner Program, which offers campaign metrics for all parts of the marketing funnel. Eleven partners—Nielsen, ComScore, ResearchNow, Nielsen Catalina Solutions, Acxiom, Experian, Oracle Data Cloud, Kantar, Placed, Factual, and Polk—are part of the program, each offering specific measurements.
Using the Measurement Partner Program, brands can get data on audience demographics, brand awareness, store visits, site visits, and actual sales. They can find these reports within the Roku Ad Framework.
Roku’s platform offers results for both OTT and linear TV views at multiple points in a campaign. One early tester, fast food chain Jack in the Box, discovered that its Roku buy brought in 164,000 store visits from December 2017 through February 2018, and 43 percent of those were new customers.
“Marketers today now expect all the targeting and measurement tools of digital to be available for TV,” said Dan Robbins, director of ad research and programming at Roku. “Today, Roku is helping close the gap by extending its deep measurement capabilities and building upon its unique first and third-party data to help advertisers better determine results from their media spend.”
Roku notes that it was the first OTT platform to build in Nielsen Digital Ad Ratings and provide age and gender guarantees. Back in January 2018 Roku debuted Ad Insights, a suite of tools that uses the company’s first-party data to measure reach and effectiveness on linear TV and OTT.
Agencies say Roku’s new offering will help with campaign planning. “Our clients are increasingly looking to us to demonstrate specific ways their campaign resonated with their target audience and drove better business results,” says Mike Law, executive vice president, managing director for video investment at Dentsu Aegis Network. “Having access to Roku’s various measurement capabilities will help us continue to improve our OTT strategy, planning, and investment.”