The companies have been partnered for several years, with Innovid’s ad tech being a part of Roku’s ad framework since 2015.
A statement from the company said that the new solution is designed to measure and understand daily demographic reach and frequency on TV campaigns run across the Roku platform, and Linear TV.
This solution utilises data from Roku’s user base of over 30 million active accounts along with Innovid’s OTT ad serving footprint across over 75 million households.
This solution expands upon Roku Ad Insights, a suite of analytics tools that is designed to measure ad effectiveness in OTT, introduced in 2018.
The product is now being tested with several select Innovid and Roku clients including Verizon. The solution will soon expand to include all of OTT, broadening it beyond the Roku platform.
Alison Levin, vice president of ad sales and strategy at Roku said: “More than half of Roku’s audience are cord cutters,” said. “As marketers follow viewers from linear TV to OTT, they need tools to evaluate audience overlap and incremental reach across screens and suppliers.”
Jessica Hogue, general manager of measurement and analytics at Innovid added: “Marketers understand that OTT can build incremental reach to traditional TV buys. Innovid and Roku are now making it easier to connect audiences across all of television.
“The ability to measure reach and frequency across ad campaigns running on linear TV and the Roku platform gives marketers deeper transparency and the ability to reduce over-frequency to drive better business outcomes.”
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