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Roku launches new ad tool to compare linear and streaming audiences

May 22, 2019 / Anthony Ha

Roku has been getting more serious about its ad business, and today it’s launching a new tool designed to make advertisers comfortable with moving their spending over from traditional TV. Alison Levin, Roku’s vice president of ad sales and strategy, pointed to data from Magna Global estimating that while over-the-top viewing accounts for 29% of all TV watch time, it only represents 3% of TV ad budgets. She argued that this is a wasted opportunity for advertisers because they’re struggling to reach cord-cutters and “light TV viewers.” Why is ad spend lagging? The problem, Levin said, is “a lack of tools to understand that shift.” “Streaming is mainstream — brands need to shift to OTT to become whole again and find the consumers they’ve lost on linear,” she said. “Roku as a platform is really uniquely positioned to solve this problem. We do understand and know the viewership pattern of the largest streaming platforms...