OTT is a catch-22 for advertisers. While it reaches the cord cutters traditional TV advertisers want to target, that audience is still difficult to track in an OTT environment. Although the channel is capturing more attention (and dollars) from the traditional TV camp, digital buyers say connected TV needs to address the issue of identity […]
In the past, large linear audiences weren’t always addressable, and TV tune-in marketing was more “spray-and-pray” than precise. But TV tune-in, that mainstay of traditional linear promotion, is getting a data-driven boost. As linear ratings decline and consumers trend toward time-shifted content and new distribution points like mobile and over-the-top, marketers have more data at […]
Newsy started life as a desktop play. But now the digital video network, purchased by the E.W. Scripps Company in 2013, derives most of its traffic from over-the-top (OTT) devices as buyers begin to warm up to the channel. Marketers are increasingly willing to invest in OTT not just as a testing ground but as […]
Roku will offer audience guarantees this upfront season, joining big networks like NBC with similar programs. Several agencies, including Horizon Media and Hill Holliday’s media spinoff, Trilia, are beta testing Roku’s audience guarantees. Roku’s offering is based on the set-top box maker’s existing integration to Nielsen Digital Ad Ratings, which helped buyers determine their waste […]
Roku generated nearly $400 million in 2016 revenue, mostly from standard hardware sales around its devices. But $100 million of its revenue was attributed to Roku’s media licensing and advertising businesses, which are expected to be its biggest growth drivers. The real MVP of Roku’s media and licensing segment may be the set-top box manufacturer’s […]
Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco. The times, they are a-changing for traditional TV planners. Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to […]
IPG Mediabrands’ investment arm, Magna, revealed on Wednesday it is doubling its investment in over-the-top (OTT) TV provider Roku. It declined to name specifics but noted the deal has multiple implications for inventory rates and pricing, third-party research and data. Magna is forming a private deal with Roku to allow more precise targeting between the agency’s […]
Over-the-top (OTT) television is at an inflection point. While it’s a promising way for media owners to capitalize on changing consumer consumption habits – the number of connected TV users totaled 181.8 million viewers in 2016, a 20% year-over-year increase, according to eMarketer – with reward comes risk. OTT’s lucrative CPMs could also attract bad […]
Roku has added comScore’s validated Campaign Essentials (vCE) to its list of video measurement partners. Although Roku had embedded Nielsen Digital Ad Ratings directly into its operating system in 2015, its customers wanted to use the vCE currency for measuring OTT, said Scott Rosenberg, VP of advertising and audience development for Roku. “We’re not trying […]
At 10 million active accounts strong, Roku is turning to media companies to improve the quality of its streams and ramp up ad monetization. Wednesday’s rollout of Roku Direct Publisher allows content owners like Rolling Stone, UPROXX and the Scripps-owned satirical publisher Cracked to develop and distribute video via Roku apps. The tool is also […]
