Nielsen, Acxiom, Comscore among 11 partners in Roku’s OTT measurement push

Roku lines up a roster of measurement partners as it looks to prove impact of its OTT ad offerings. / Roku

Roku has announced the launch of a measurement partner program, a move that aims to attract brands and publishers looking to quantify the impact of over-the-top (OTT) advertising campaigns.

In total, 11 partners have been named in this partner program: Acxiom, comScore, Experian, Factual, IHS Markit, Kantar,Nielsen, Nielsen Catalina Solutions, Oracle Data Cloud, Placed and ResearchNow SSI. Each company has measured a specific part of the marketing funnel, including audience demographics, brand awareness, store visits, website visits and sales increases.

The tools at each partners’ disposal have been included in Roku’s open Ad Framework, and leverage’s the OTT provider’s first-party data. An EMarketer study has revealed that Roku has expected an increase of advertising revenue to over $700m by 2022, its potential for growth has made it attractive to work with outside research parties to help optimize how brands can take advantage.

One example of this: California-based fast food restaurant Jack in the Box worked with Placed to determine that its campaign on Roku’s platform helped drive an uptick of 164k store visits this past winter (December 2017 through February 2018). 43% of that reach came from potential new customers.

Dan Robbins, director of ad and programming research at Roku, said in a statement: “As OTT becomes a larger share of their annual ad spend, brands are actively seeking trusted third-party measurement. “Roku is committed to providing an open ad platform that ensures marketers have a wide variety of tools and standards to benchmark against.”

Mike Law, executive vice president, managing director of video investment added: “Our clients are increasingly looking to us to demonstrate specific ways their campaign resonated with their target audience and drove better business results. Having access to Roku’s various measurement capabilities will help us continue to improve our OTT strategy, planning, and investment.”

Roku has had a busy year, implementing its platform across the OTT and Connected TV (CTV) space. A deal brokered with Samsung to have its service across its smart TVs in the US, as well as opening up a toolkit for brands have given the company a chance to stick around and take advantage of the dominance of cord-cutters.

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