Roku is updating its advertising tools to better keep track of viewing for TV networks and even those who specifically target cord cutters. The new tools called Ad Insights provides information derived from Roku’s first-party data as well as the linear and streaming viewership habits of millions of active accounts and billions of streaming hours.
This is an important development for Roku, which unlike Amazon and Apple does not sell content via its devices and is, therefore, more of an advertising platform like Google or Facebook. The company offers products to a broad range of customers from cord cutters to those who just want to add YouTube to a TV.
The Ad Insights include:
- Reach Insights – Marketers can quantify unique campaign reach by demographic segments across linear TV, OTT, desktop and mobile
- Tune-In Insights – TV networks and content owners can measure the effectiveness of content promotions they run across linear TV, OTT, desktop and mobile
- Cord Cutter Insights – Marketers can target and measure campaigns delivered to Roku users who don’t have traditional pay TV subscriptions
- Survey Insights – Marketers can gather real-time feedback and demographic insights with short on-device surveys