Upheaval Upfront: Roku Is Fiercely Collaborative on Measurement

Bill Harvey Asaf Iamp8217ve followed your rise through the ranks at NBCU then Hulu and Disney and now at Roku How would you describe your role at RokuAsaf Davidov Iamp8217ve been here for about four months now Iamp8217m leading a team of about thirty talented researchers and analysts who are providing measurements of ads and content to marketers at all stages from planning to prebuy analytics campaign effectiveness to insights The focus is to help them measure and optimize their buys on Roku across the gamut of ad opportunities we offerBill What are the main Roku ad opportunitiesAsaf We have a number of opportunities but the two that I think really show the breadth of our offering are The Roku Channel and OneView The Roku Channel is the home of free and premium content on the Roku platform In Q4 2021 The Roku Channel reached an estimated 80 million people in US households OneView our ad platform built for TV streaming helps advertisers and publishers deliver a better ad experience from the biggest screen in consumersamp8217 homes to the smaller ones in their handsBill How big are you folks now in terms of US subsAsaf As of Q1 2022 we have 613 million active accounts We are Americaamp8217s No 1 TV streaming platformBill What is Roku doing to help advertisers with their measurement goalsAsaf Clients want to know how to get the most reach brand lift and sales lift For the first time ever streaming TV has surpassed linear TV in weekly reach among adults 1849 Advertisers and agencies come to us to maximize impact by using linear TV streaming TV and other digital together We can really help them because we see not only what they buy on Roku in digital but we also have some visibility on the reach of linear TV buys from the ACR data in smart TVs that contain Roku Weamp8217re able to show them things that they only get glimpses of elsewhere We add to those glimpses and help them feel more confident that they have a somewhat holistic picture of thingsBill Besides Nielsen DAR measures of digital and your own ACR smart TV data what other data types are you able to combine with thoseAsaf We also have rich data of our own plus we collaborate with 2025 other measurement partners We provide our own pixels advertisers can put on their websites We know we canamp8217t do it all ourselves We need to collaborate across the industry to be all that we can be to give all that we can potentially give to advertisers including the other networks who also buy Roku ads Our emphasis is on providing the most incrementality more viewers for network clients reach lift brand lift and sales lift for other advertisersBill And your footprint is actually a combination of smart TVs and Roku devices which make a TV smartAsaf Yes and our ACR data is only coming from the smart TVs that have Roku inside The Roku streaming players give us data on Roku but not on other viewing That ACR data is very valuable in obtaining granular understanding of the duplication patterns across the TVdigital divide down to the program levelBill I assume that a large part of your business is transacted based on advanced audiences rather than agegenderAsaf Thatamp8217s true We have demographic data beyond just age and gender but more importantly because everything we do is addressable we also measure on incremental outcomes amp8211 from reach to purchasesamp160 Itamp8217s all about working with our clients to help them determine the right targets to achieve those goalsBill Can you expand more on your measurement partner programAsaf They fall into three categories we call Reach Resonance and Reaction By Resonance we mean brand lift By Reaction we mean actions taken such as sales store visitation filling out an application and so on Here we rely on our thirdparty measurement partners and on clients who can measure their outcomes on a firstparty basis In the Reaction area we have also been helping clients enhance their Marketing Mix Modeling MMMBill Can you elaborate on how youamp8217ve been helping to enhance their MMMAsaf Weamp8217ve announced that weamp8217re expanding our Measurement Partner Program to include marketing mix modeling MMM making it easier for brands to measure campaign outcomes Launch partners include Analytic Partners Ipsos MMA IRI and Nielsen which will be available later this year for Rokuamp8217s Upfront advertisers Weamp8217re able to give them more resolution They are typically limited to market level DMAs with MMM and total impressions What we are able to bring is more insight within that down to zip codes program genres and other data from the ACR smart TV data we haveBill How are you thinking about crossscreen measurement in TV streamingAsaf We have been collaborating with Nielsen and with the other measurement companies too We have a great relationship with Nielsen and with all our measurement partners Combining our efforts we can achieve so much more We want to bring our clients all the richness of insight so they make the best decisions and benefit from working with us and all their other media partnersBill Youamp8217re an industry role model for collaborationAsaf Thanks BillBill We are in the middle of the Upfront season What are advertisers asking for when it comes to measurementAsaf The big thing they all want is a better handle on how to use streaming and linear together They want to do that better using measurement even if itamp8217s based on just what Roku can see At least itamp8217s highly granular and factual not modeledBill How often does it come up that they would like to use additional prebuy measures like attention context effect and so onAsaf In this yearamp8217s NewFront we hear it constantly Viewability Attention Eyes on screen Marketers know that people are more distracted than ever They need to go beyond opportunitiestoseeBill What type of measurement innovation are you working on right nowAsaf Weamp8217re working on an optimization platform that can fully automate in realtime the kinds of databased guidance weamp8217re now giving advertisers ad hoc That can squeeze out the last drop of brand lift and ROI prebuy and inflight shifting creative allocations target allocations and so onBill What will TV measurement look like in the next five yearsAsaf It will all be 11 following the addressability of both TV and digital during that time frame but privacyprotected by aggregating people and households into relevancy cohorts It will be the value of digital today on steroids A blend of censusbased digital tracking data ad exposure files repurposed for goingforward activation guidance and panels for the US Census view of everything put together as one whole We also will always need panels for measuring the people viewing in front of the deviceBill Thanks AsafClick the social buttons to share this content 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 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Upheaval Upfront: Roku Is Fiercely Collaborative on Measurement

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Upheaval Upfront: Roku Is Fiercely Collaborative on Measurement

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