Roku, Inc. today announced ‘Roku Audience Solutions,’ a new suite of capabilities designed to help Roku channel publishers sell their video advertising more effectively, while creating new opportunities for advertisers to reach and engage users of the Roku® streaming platform. The move is designed to serve the dramatic growth of adsupported viewership on overthetop (OTT) devices, like Roku players, which according to FreeWheel’s Q1 2015 Video Monetization Report (VMR) leapt 380% YOY.
A major component of the new initiative is the Roku Ad Framework, a new toolkit that integrates advanced video advertising functionality directly into the software development kit (SDK) used by Roku publishers to develop streaming channels. Built to serve the ad sales needs of Roku publishers, the framework features IAB VAST processing, Innovid iRoll interactivity, and a new Roku ID for advertisers. Beginning this summer, Roku will also be the first OTT platform in the industry to feature Nielsen Digital Ad Ratings, enabling publishers and advertisers to transact on industrystandard Nielsen demographics.
“Consumer TV viewing habits are evolving quickly to an ondemand, streamed experience. In 2014 we streamed more than three billion hours on our platform,” said Scott Rosenberg, VP of Advertising at Roku. “This transition promises huge changes in the way TV advertising is bought and sold. With our scale, user engagement and integrated advertising capabilities, Roku is uniquely suited to lead this evolution. Roku Audience Solutions is a big step forward for Roku and the industry, combining the measurement, targeting and interactivity of digital advertising with the branding power of TV.”
Today approximately half of the mostwatched 250 streaming channels on the Roku platform are adsupported, led by channels like CBS All Access and CBSN.
“Roku’s move to bring advanced advertising measurement and delivery technologies to its platform is an important step in the progression of digital video
distribution,” said Marc DeBevoise, EVP and GM, Entertainment, Sports and News, CBS Interactive. “We’ve had great success on the Roku platform and will participate in the rollout of these technologies across our Roku Channels including CBS All Access and CBSN to improve measurement and delivery of both
our own content and that of our advertisers.”
“Advertisers across several verticals from entertainment, automotive, retail and even financial are already seeing great success on the Roku platform,” said Tal Chalozin, CoFounder and CTO of Innovid. “We have been building the tools for this next phase of TV for many years and we feel like the future of TV is truly here. Having our technology natively available on the Roku platform will significantly accelerate publishers’ and advertisers’ access to Innovid’s interactive
Beyond its technology enablement work, Roku is also helping to bring advertiser demand to Roku publishers, leveraging direct relationships it has built with advertisers looking to market to OTT audiences. Roku utilizes its rich firstparty data, together with the new Roku Ad Framework to deliver targeted, interactive
video campaigns on a crosschannel basis. Working with its publishers, Roku also facilitates customcontent integrations and sponsorships.
Roku Channel publishers can leverage the Roku Ad Framework, including future enhancements such as Nielsen Digital Ad Ratings, through a simple upgrade of their channel. More information about the Roku Audience Solutions can be found at www.roku.com/advertising.