Connected TV is one of the hot topics for discussion at Advertising Week, and Roku was among the streaming digital players who took the opportunity to market a new way to measure how many times an ad is viewed, either in an app or on linear TV.
On Monday, Roku announced a new measurement collaboration with Innovid, a video marketing platform, during a panel at Advertising Week. Roku uses Innovid, and its relationship with advertisers who buy connected TV ad campaigns, to show that commercials shown on Roku can perform similar traditional TV commercials.
Roku and Innovid claim that they have come up with a unique way to measure TV spots. There are 30.5 million Roku devices and smart TVs in circulation, and the company can tell brands when their commercials are seen on any of these screens.
"Brands can understand how many times their message hits a household," said Alison Levin, VP of Sales and Strategy at Roku, during a telephone interview following the discussion of Advertising Week. "It seems like a simple question, but it has not been available."
Roku is the digital streaming player that connects to the Internet and delivers digital video apps for home, often as an alternative to cable subscription. This type of internet based viewing is sometimes called over-the-top TV because it bypasses the traditional cable box. It also falls into the connected TV category, as in "Internet connected." The ad-supported Internet TV space is becoming increasingly important to advertisers as a younger generation of viewers watch less linear TV. Roku competes with Amazon, Disney, Google, Facebook and a host of streaming startups for the advertisers' video dollars.