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Connected TV is one of Advertising Week's topics of discussion and Roku has been one of the digital streaming players taking the opportunity to promote a new way of measuring the number of times that an advertisement is view, whether in an application or on a linear television.
On Monday, Roku announced a new measurement partnership with Innovid, a video marketing platform, at a panel at Advertising Week. Roku uses Innovid and its relationships with advertisers who purchase connected TV advertising campaigns to show that Roku ads can perform similarly to traditional TV advertising.
Roku and Innovid claim to have developed a unique way to measure TV spots. There are 30.5 million Roku devices and smart TVs in circulation, and the company is able to tell brands that their commercials are viewed on one of these screens.
"Brands can understand the number of times their message hits a household," said Alison Levin, vice president of sales and strategy at Roku, during a phone interview after her talk about the Week of the Week. publicity. "It seems to be a simple request but it has not been available."
Roku is the streaming digital player that connects to the Internet and provides digital video applications to individuals, often as an alternative to cable subscriptions. This type of viewing on the Internet is sometimes called Internet TV because it bypasses the traditional cable box. It is also in the category of connected TV, as in the category "connected to the Internet". The advertising-funded Internet TV space is becoming increasingly important for advertisers because a younger generation of viewers is watching less linear television. Roku competes with Amazon, Disney, Google, Facebook and a multitude of streaming startups for the advertisers' money account.
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