Roku's Dan Robbins: "Results and ROI Attributable to OTT"

Kathy Newbergeramp160 Can you tell me about the research you share with advertisers Dan Robbins amp160There are two main ways research helps amp160First we have thirdparty measurement amp160We are still the only OTT company with a Nielsen partnership that lets us guarantee age and gender demos amp160That in turn enables us to provide the same traditional TV metrics that buyers are familiar with but on OTT amp160Second because we can match that thirdparty data to our own brands can attribute consumer behaviors such as site visits store visitsamp160and actual purchases to their OTT investment amp160Also our research provides a lot of insight on who the OTT viewer is and what they watch on the TV screen which helps advertisers make the most of that investmentNewberger amp160Make the most of their investment howRobbins amp160The way I think about what advertisers look for is quotAt what point is the first dollar you spend on OTT working harder than the last dollar you spend on traditional television amp160What is that inflection pointquotamp160amp160We help brands figure that out we equip our advertisers to track the success of their television investments in a world where streaming is mainstream amp160Roku is not just the largest entry point for consumers into OTT programmingamp160with Nielsen showing that we have 44 percent of active OTT devices we39re also very well positioned to look at both OTT and traditional TV viewingNewberger amp160You can look at both linear and streaming behaviorRobbins amp160On the OTT side we have deep insight into what content our users stream amp160On linear TV we offer consumers a quotMore Ways to Watchquot feature that recommends programming based on consumer preferences and viewing habits amp160That feature uses automatic content recognition ACR built into our Rokubranded smart TV to help serve up those recommendations amp160From that technology we can gain further insight into how people are watching traditional TV amp160That gives the marketers we work with a deduplicated look at television viewershipNewberger amp160OK so if I39m the strategist responsible for planning television for a national brand how specifically does your team helpRobbins amp160We look at what audience is missing in your TV plan by not advertising in OTT amp160One key thing that comes up frequently is that younger audiences are harder and harder to reach on linear TV amp160For us OTT is an exciting opportunity because we have so many of those demos desirable to advertisers amp160About 45 of Roku users don39t have pay TV amp160That said OTT isn39t just one type of audience streaming is mainstreamWe39ll show you how many people your traditional TV campaign is reaching and weamp160can illustrate the additional folks you39ll reach by adding OTT amp160That number is significant according to a study we commissioned from Nielsen 749 of Roku39s audience are light linear TV viewers amp160This means they are in the bottom third of traditional viewing by time spent and are increasingly harder to find on traditional TV buys amp160That39s a big audience to ignoreNewberger amp160Are there misconceptions about OTTRobbins amp160The way I see it as cordcutting accelerates there39s an exciting opportunity for brands to use OTT to reach their intended audiences amp160It39s main stage and prime time now amp160If an agency isn39t making OTT part of a brand39s television plan either because they think others aren39tamp160or because they don39t realize that OTT is measurable they39re doing that brand a disservice amp160We39re doing a webinar this week Thursday Dec 14 at 1 pmamp160ETamp160and we39re hoping that we get participants across the entire media ecosystem from agency planners and buyers to research and analytics folksamp160to brand managersamp160 We39ll be sharing examples of tactics that advertisers are using today to engage cordcuttersamp160and talking about how brands are quantifying impact of buying television more smartlyamp160and measuring return on advertising investmentIn a world where linear is significantly down but TV remains important to marketing plans because it builds brands it39s an exciting opportunity to understand how OTT is measuredamp160and what39s possibleClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Roku's Dan Robbins: "Results and ROI Attributable to OTT"

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Roku's Dan Robbins: "Results and ROI Attributable to OTT"

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