TV streaming platform Roku and dominant audience measurement and consumer analytics firm Nielsen are widening a long-term strategic partnership, and this means Roku data will now be incorporated into Nielsen’s advanced campaign measurement and outcome products.
What will the VAB think of this deal?
That’s what some may be wondering, as Nielsen continues to use Roku’s large-scale TV data as input to its VAB-maligned Big Data + Panel measurement for both Linear and Streaming Ratings. “This will help deliver more accurate performance results for advertisers running campaigns on Roku and across the broader TV landscape,” the companies announced Monday.
Roku will also gain access to Nielsen’s Streaming Platform Ratings, which provide a view of how audiences engage with both subscription and ad-supported services. According to Nielsen, about seven in 10 TV streaming hours are now ad-supported.
Ameneh Atai, GM, Audience Measurement at Nielsen, commented, “With our leadership in streaming measurement and this data from Roku, we are providing the most accurate view of what audiences are watching across all of TV. And at Nielsen, we continue to see a move towards ad-supported streaming services, with The Roku Channel a leader in the category. This strategic partnership brings together Nielsen’s strength and expertise in streaming measurement with Roku’s category leadership positioning to provide a solution that addresses a timely industry need: granular insights and analytics that marketers need to grow their brand as well as drive results.”
Sarah Harms, Vice President of Marketing and Measurement at Roku, added, “Our extended strategic partnership with Nielsen will help further our goal of a better TV advertising system, focused on interoperability and driving performance. Together, Roku and Nielsen will take streaming measurement to a new level, ensuring that advertisers and publishers have access to best-in-class measurement and insights.”
