Roku is expanding its data analytics technologies to get a deeper understanding of advertising effectiveness across over-the-top (OTT) streaming and linear TV viewing.

Having recently unveiled its new streaming media player lineup, updated streaming OS and enhanced interface for The Roku Channel, which consists partially of ad-supported free-movie streaming, the smart TV resource is stepping up its targeted advertising technologies and reach.

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Roku revealed Monday plans for a new analytics measurement solution designed to gain deeper insight into the daily demographic reach and frequency of TV ad campaigns run across its streaming video platform as well as linear TV. The capability is expected to help advertisers better track cross-screen experiences to gauge advertising effectiveness.

As part of this objective, Roku said it has entered into a technology partnership with video advertising platform provider Innovid.

“More than half of Roku’s audience are cord cutters,” stated Alison Levin, VP, ad sales and strategy at Roku. “As marketers follow viewers from linear TV to OTT, they need tools to evaluate audience overlap and incremental reach across screens and suppliers.”

The new solution will combine over-the-top and linear TV occurrence and identity data from Roku’s 30.5 million active accounts with Innovid’s OTT ad serving footprint across over 75 million households in the U.S., the companies said. The two companies said they believe their unique datasets will provide marketers with new insights to better allocate adverting bought from Roku and from other publishers without additional tagging or integrations.

The initiative will expand upon Roku Ad Insights, a suite of analytics tools introduced in 2018 to measure ad effectiveness in OTT. Innovid’s ad technology has been part of Roku’s ad framework since 2015, the companies disclosed.

The enhanced system is now being tested with several select Innovid and Roku clients including Verizon, the companies said. It will soon be expanding to include other OTT platforms, beyond the Roku OS platform.

“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,” stated Jessica Hogue, Innovid general manager of measurement and analytics. “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.”

By Greg Tarr

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