Roku introduces new tools for OTT Advertisers

Roku has announced Activation Insights, a new tool for targeting audiences that have shifted to OTT.

In a statement, the company said that the service, a part of Roku’s Ad Insights Suite, “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”.

The brand promises that the insights garnered from 29.1 million active accounts will allow brands to “better model potential investment with Roku and estimate an unduplicated, incremental audience”.

“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.”

Michael Piner, SVP, Video and Data Drive Investments MullenLowe, said: “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.

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.”