Roku – the CTV device manufacturer and streaming service provider – has launched Nielsen’s Digital Ad Ratings (DAR) audience guarantees on its ad buying platform, OneView. The guarantee programme allows OneView customers to specify the age and gender demographic of their target audience (for example, adults aged between 18-49) and only pay for ad impressions that connect with those viewers. OneView is the first ad buying platform to adopt Nielsen guarantees across streaming channels, according to Roku.
Roku says OneView is attractive to advertisers because it combines Roku data from its streaming platform, ad space from The Roku Channel, and Roku ad experiences that “go beyond the traditional TV spot.” The company also believes that audience guarantees on OneView, ahead of upfronts, will make it easier for marketers to plan and measure an entire TV streaming upfront with apples-to-apples measurement to linear TV.
Additionally, media sellers that use OneView as a demand source can use proprietary data signals from Roku to enhance the accuracy of their own audience guarantees and therefore waste fewer ad impressions to meet them.
Tyler DeNicola, Vice President of Programmatic Revenue and Partnerships at A+E Networks (a media and entertainment company and broadcaster) said, “A+E Networks is excited to work with Roku to utilise its OneView Ad Platform audience measurement capabilities for our clients, and to help advance the industry as a whole. Now we can offer brands improved performance, less waste and new guarantees across our streaming ad inventory.”
In 2015, Roku adopted Nielsen guarantees for its TV streaming platform and last year the two companies announced a strategic alliance geared towards shaping “the future of media measurement and TV advertising in a streaming-first market”. Since then, Roku has acquired Nielsen’s Advanced Video Advertising business, including the audience measurement company’s video automatic content recognition (ACR) and dynamic ad insertion technologies (DAI). The acquisition occurred as Roku has sought to accelerate the launch of an end-to-end DAI solution, enabling TV programmers to replace traditional TV ads with targeted ads in real-time.
Louqman Parampath, VP of Product Management at Roku said, “We believe that all TV ads will be streamed and that all TV ad measurement will be automated. Now, upfront advertisers in OneView will be among the first to see audience overlap across major devices, channels, and publishers on their plan. Our goal is to offer diverse tech and measurement offerings that move the industry forward”.