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Roku Future of TV Advertising

Co-viewing accounts for more than 25 per cent of all viewing on Roku devices

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By Adam Flomenbaum, Co-Executive Editor

November 23, 2015 | 3 min read

With the rise of mobile video comes the rise of solo viewership. Still, people are watching TV on actual TVs more than ever and whether they’re doing so via traditional set top boxes or over the top devices they continue to watch with others.

Earlier this year, Roku and Nielsen partnered to enable Nielsen to measure Roku video advertising, and Nielsen has found that viewers are often coming together to watch content on Roku devices. This fact, among other things, is great for advertisers:

“Nielsen’s co-viewing measurement and insights gives marketers who serve ads on the Roku platform actionable data to better understand their collective TV audience and identify where they are potentially missing out on audience impressions,” said Megan Clarken, EVP of Global Watch Product Leadership at Nielsen. “Considering the trend in over-the-top video consumption, it’s essential for both advertisers and channel publishers to be able to rely and transact on metrics that tell the whole Total Audience story.”

Co-viewing among two or more viewers accounted for more than one-quarter (27 per cent) of all viewing on a Roku device. The percentages are even greater for children’s shows (38 per cent) and sporting events 28 per cent).

Advertisers will enjoy added impression value for these audiences and can tailor messaging accordingly. However, it may prove problematic for them down the line as mass-scale addressable TV (i.e. if advertisers think they're targeting a 30 year old male, but that person is watching sports with four children) inches closer to reality.

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