With 77% of Canadian households watching TV streaming content, Canadians across different regions and generations are enjoying TV streaming.* Canadians are embracing TV streaming because it is a user friendly, cost effective, and an accessible alternative to traditional TV.
As viewership trends shift, connecting with consumers has become a more fragmented and difficult task. That’s why Roku has developed OneView, the advertising platform built for TV streaming. OneView provides advertisers with a self-serve tool, leveraging TV identity data from our streaming platform to manage advertising across TV streaming, desktop, and mobile campaigns.
“With half of Canadian TV streamers regularly using ad supported streaming channels like The Roku Channel, and millions having left behind traditional TV for TV streaming, there’s a big opportunity available for marketers looking to tap into this rich audience,” says Christina Summers, Regional Sales Manager at Roku.
We developed OneView to help brands better reach audiences across multiple touchpoints on a user’s TV streaming journey, and impact the full funnel, from awareness, to consideration, and purchase. Here are some of the key features of OneView:
- Reach the Right Audiences to Maximise Impact
Unlike traditional third-party data, or cookies, Roku builds stronger direct relationships with users based on consent. Roku first party identity data allows your brand to better understand TV streamers’ activities and behaviors, such as heavy Subscription Video on Demand (SVOD) viewers. These insights can help you better understand audience behaviors and develop ideal audience segments, unlocking the ability to connect directly with streamers who might be most receptive to your message and product.
- In-flight attribution
The platform allows marketers and advertiser the ability to not only communicate directly with ideal audience segments, but retarget users across screens and devices. The stickiest campaigns involve the right blend of customized creative, thoughtful re-exposure, and cross-platform contact, and with OneView, brands can supercharge campaigns across screens for maximum impact.
- Forecast OTT instantly/Unique OTT Forecasting Tool
Our TV streaming forecasting tool makes it easy to understand purchase inventory, as well as flight options and ideal audience segmentation- allowing brand marketers to see where campaigns can have the most impact with the least wasteful, or duplicative spending.
And our forecasting tool enables you to explore cost options and see the net benefit of these spends. Curious to see the impact of additional spending on your campaign? Simply input your data points into the forecasting tool, and it will generate an expected outcome curve guided by data from similar campaigns. (want to confirm I can say this with Chris LaHaise) Additionally, our the tool allows you to view TV streaming ad inventory available for purchase, providing you with guidance and insights to help you plan campaigns that can be activated across Roku and other TV streaming publishers.
OneView’s new robust, interactive forecast dashboard with reach curve.
“The reality is the industry is at a critical crossroads.” Summers adds. “Many marketers are still deploying large majorities of their budgets towards traditional TV, where data is generic at best, and the capacity to target specific audience segments is lost. Roku is uniquely positioned to help marketers reach their target consumers at scale with the kind of data rich capabilities and reporting metrics they have come to expect from their digital campaigns. This is a game changer for marketers looking to reach consumers on the biggest screen in the home.”
A Perfect Marriage of Digital Performance and TV’s Reach and Beauty
Roku’s OneView combines the data-savvy intelligence of traditional digital media campaigns with the reach and beauty of television. OneView Campaigns are more precise and can reach users across multiple touchpoints like their computers, tablets, and phones. And because OneView leverages machine learning technology, each campaign is informed by data and insights of similar campaigns that came before it- allowing your brand to benefit from a wealth of insights and learnings before you even launch your first flight. Interested in learning more on how OneView can help your brand supercharge advertising campaigns in the TV streaming era? Contact us.
For the full presentation, be sure to visit IAB Canada
*Source: Estimate using MTM data up to Fall 2020, as cited by CBC, Media in Canada
