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Roku Adds New Partners to Boost TV Advertising Analytics

New Partners Accelerate Full Funnel Measurement for Marketers to Shift Performance Campaign Dollars to TV Streaming

The TV advertising analytics industry is exploding. Despite challenges in the way TV ads are measured, analytics leaders like Roku are going strength to strength to make TV advertising as effective as digital counterparts. Ahead of this year’s TV Upfronts, Roku has announced an expansion to its Measurement Partner Program to help brands and publishers more effectively target, optimize, and measure across streaming and linear TV.

Roku has added six new partners, Adjust, Affinity Solutions, Branch, IRI, Kochava, and Veeva Crossix. These partners have joined the Roku Measurement Partner Program to take the number to over twenty partners.

“Our strategic alliance with Roku to strengthen mobile app measurement in TV streaming continues to help catapult the category forward,” said Charles Manning, Founder and CEO, Kochava. “Helping marketers bridge the gap between OTT / CTV and mobile provides key insights on how their advertising efforts impact user acquisition across channels.”  

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Gaurav Shirole, Head of Ad Measurement at Roku, gave more color on what the expansion means for Roku’s clients. Gaurav said, “The biggest screen in the home is no longer just for upper-funnel brand advertising,” said Gaurav Shirole, Director of Ad Measurement, Roku. “TV streaming brings better targeting, measurement, and viewing experiences to the TV screen. Roku is committed working across the industry to expand measurement for the entire marketing funnel.”

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What is Roku Measurement Partner Program?

The Roku Measurement Partner Program enables the industry to measure TV streaming’s impact across the entire funnel. With these new partnerships, marketers can measure not only how ad campaigns impact upper-funnel brand metrics, but can only measure performance outcomes such as mobile app downloads, store visits, and product sales for direct response campaigns and purchase behavior for retail, pharmaceutical, CPG, and automotive advertisers. Many Roku Measurement Partner Program integrations are also available in OneView, the ad buying platform built for TV streaming, with more going live in 2021.

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Where traditional linear TV advertising historically focused on brand-building and digital advertising historically competed for performance advertising, TV streaming’s precision and measurability make it a true full-funnel platform for marketers.

“The biggest screen in the home is no longer just for upper-funnel brand advertising,” said Gaurav Shirole, Director of Ad Measurement, Roku. “TV streaming brings better targeting, measurement, and viewing experiences to the TV screen. Roku is committed working across the industry to expand measurement for the entire marketing funnel.”

“Roku helps marketers track results across a variety of points during a campaign,” said Seth Goren, Group SVP, Media Strategy & Analytics at Discovery Inc. “Discovery, Inc. was part of the of Roku/Kochava beta program in which Discovery successfully tracked cross-platform ad effectiveness across eleven Discovery streaming services and found that their campaigns on the Roku platform drove positive results.”

“Our strategic alliance with Roku to strengthen mobile app measurement in TV streaming continues to help catapult the category forward,” said Charles Manning, Founder and CEO, Kochava. “Helping marketers bridge the gap between OTT / CTV and mobile provides key insights on how their advertising efforts impact user acquisition across channels.”

Why You Need TV Advertising Analytics?

By leveraging Roku’s Partner Program and their services, digital marketers can measure how ad campaigns impact upper-funnel brand metrics, in addition, to also measuring performance outcomes such as mobile app downloads, store visits, and product sales for direct response campaigns and purchase behavior for retail, pharmaceutical, CPG, and automotive advertisers.

Currently, Roku Measurement Partner Program integrations measure performance outcomes across the Roku platform, including through OneView, the ad buying platform built for TV streaming, with more going live in 2021.

By syncing with Roku’s TV advertising analytics, you can accurately measure the effective ROI of your TV ad campaigns.

[To share your insights, please write to us at sghosh@martechseries.com]

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