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Roku Future of TV OTT

Advanced TV: Viacom gets first dibs at aggregated audience data from Roku


By Adam Flomenbaum, Co-Executive Editor

April 29, 2016 | 2 min read

Viacom continues to focus on expanding its data-based offerings to advertisers, and today announced a deal with Roku that will continue the trend.

The partnership enables Viacom to collect aggregated audience insights from Roku, the leading over the top (OTT) platform, to give its advertisers a leg up in the addressable TV space.

“Viacom’s unique partnership with Roku extends our game-changing ecosystem, bringing targeted advertising at scale in a way that – until now – was not available in the premium television environment,” said Kern Schireson, EVP Data Strategy & Consumer Intelligence, Viacom. “With this partnership, we can deliver more relevant messages to Roku consumers for products and services that interest them. This is the first time dynamic, 1:1 advertising will be possible as part of a larger linear TV buy. Advertising experiences like this are more impactful for both consumers and marketers.”

With the partnership, Viacom becomes the first broadcaster to make use of the data, which is presumably extensive: in 2015, Roku users streamed 5.5 billion hours of content.

“The beauty of the Roku platform is that it offers full screen, 100% viewable video for advertisers, while also enabling all the targeting, interactivity and measurement of digital,” said Scott Rosenberg, VP of Advertising, Roku. “We’re committed to helping our publishers more effectively monetize in OTT. As a clear leader in advanced TV advertising, Viacom was a natural partner. Partnerships like this also help ensure the continued growth and vibrancy of free, ad-supported programming for Roku consumers.”

Roku Future of TV OTT

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