Roku and Innovid are partnering on a new analytics solution to measure daily demographic reach and frequency on TV campaigns run across the Roku platform and linear TV.
The product will combine OTT and linear TV occurrence and identity data from Roku’s 30.5 million active accounts with Innovid’s OTT ad serving footprint across more than 75 million households.
“More than half of Roku’s audience are cord cutters,” said Alison Levin, vice president of ad sales and strategy at Roku, in a statement. “As marketers follow viewers from linear TV to OTT, they need tools to evaluate audience overlap and incremental reach across screens and suppliers.”
“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,” said Jessica Hogue, general manager of measurement and analytics at Innovid, in a statement. “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.”
“We are excited about the new capabilities Roku and Innovid are bringing to the market,” said Mike Law, president at Dentsu’s Amplifi, in a statement. “The ability to manage daily incremental reach and frequency across OTT and Linear TV is very much needed as we continue to scale spend in OTT and will help give us more confidence to know our clients’ investment in OTT is driving measurable results.”
The new product expands on Roku Ad Insights, a suite of analytics tools launched in 2018 that is designed to measure ad effectiveness in OTT. It also deepens the partnership between Roku and Innovid, whose ad technology has been part of Roku’s ad framework since 2015. The product is now being tested with several select Innovid and Roku clients including Verizon. It wil soon expand to include all of OTT, beyond the Roku platform.