According to Pivotal Research analysis of Nielsen data, 11% of all viewing in U.S. households with adults 18-49 occurs on a connected device or smart TV. For Roku's Manager of Advertising Research, Dan Robbins (pictured above), who moved to Roku from Nielsen about a year ago, that is the type of information that is fueling growth in advertising investment as the cord cutting audience grows. Robbins' team works with nearly half of the top advertisers on the AdAge Leading National Advertisers 2017 Index and most of the largest ad agencies to help them measure the success of their media spend. In an exclusive interview with MediaVillage, he shared details of how Roku's proprietary data, in conjunction with third-party research, is helping brands and media teams to create more effective and efficient ad campaigns.
Despite the isolation created in a headphone-centric world, a study unveiled in a lively town hall session at the recent IAB Video Symposium showed that video-watching is often a shared activity -- a finding with clear implications for brands planning and buying OTT advertising.
Scott Rosenberg and the team at Roku are on a mission. Their goal? Not just to improve revenue and performance results for their partners and advertisers, but to fuel excitement about and usage of the entire OTT (over-the-top) ad ecosystem. In this interview Rosenberg, Roku’s General Manager and Senior Vice President of Advertising, discusses the types of advertising his organization sells, how it’s measured and why brands and TV buying teams at agencies are increasingly turning to Roku and OTT for traditional television campaigns.