ROKU announced Activation Insights, a powerful new tool to target audiences that have shifted to OTT.
The capability combines a comprehensive review of a brand’s linear TV campaign performance, with an analysis of the potential OTT audience missed and the optimal budget spend on the Roku platform.
Activation Insights is part of Roku Ad Insights Suite, which helps brands measure campaign reach and effectiveness across linear TV and OTT. With deep first-party insights from Roku’s 29.1 million active accounts brands can now better model potential investment with Roku and estimate an unduplicated, incremental audience - whether the audience is light TV viewers and cord-cutters or viewers who were under or over exposed to a brand’s ads on linear TV.
Additionally, Roku offers advertisers some of the most advanced tools in OTT to deliver more effective, targeted and measurable campaigns. With Roku’s Reach Insights measurement tool, brands such as Baskin Robbins and RE/MAX found that a sizable audience was no longer being reached via their linear TV campaigns, claims Roku. Eighty-six percent of people age 18-49 who saw a Baskin Robbins ad on the Roku platform did not see the ad on linear TV, leading to a 10.6 percent incremental reach. Additionally, 81 percent of users age 25-54 who saw a RE/MAX ad on the Roku platform did not see the ad on linear TV, leading to a 9.2 percent incremental reach.
Scott Rosenberg, SVP and GM, Platform Business, Roku
By adding the ability to tie advertising performance on linear with a specific audience that advertisers can gain on OTT, we are addressing a long-standing industry challenge for OTT media planning.
