You can’t invest in what you can’t measure. If you’re considering ramping up in streaming TV, it’s critical to understand best practices for measuring success. At Roku, we simplify this process, offering comprehensive measurement designed to give advertisers clear insight into their campaign's impact, from its initial reach to its ultimate ROI.
Understand the impact of your Roku campaign
There are many different ways to measure the impact of TV streaming ad campaigns on Roku. Whether you're looking to bolster brand awareness at the top of the funnel or drive sales, our array of metrics provides invaluable insights.
Top of the funnel metrics. Roku can help you measure reach and frequency, brand awareness, favorability and ad recall to determine if your campaign is reaching its specified audience and gaining their attention.
Mid- and lower-funnel metrics. As consumers move down the funnel, Roku and our partners can shed light on how your campaigns impact the final — and most crucial —stages of the buying journey. Learn whether your campaign drove online visitation, conversion or sales.
Gone are the days when TV advertisers must settle for rough estimates. Roku empowers you with granular insights that far surpass traditional TV metrics, while continuing to support currency-based reach and frequency reporting. Plus, our dedicated measurement team is here to consult with you to refine your approach.
Benefit from Roku’s trusted partnerships
Roku has partnered with a curated network of measurement companies to help advertisers understand their performance. Our partners, including industry stalwarts like Nielsen, FourSquare, and Kroger Precision Marketing, are evaluated and vetted based on their methodological rigor and the completeness of their streaming TV coverage.
You can leverage these collaborations to seamlessly track the reach of your streaming TV campaigns, assess their impact on your brand, and attribute them to tangible consumer actions.
See a full list of Roku Measurement Partners here.
Types of measurement Roku supports Reach
What was the reach of your streaming TV ad buy? It’s the oldest question in TV measurement and answering it is easier than ever. With Roku, you can gauge both holistic and incremental reach across streaming and linear platforms from measurement vendors and Roku reporting, and optimize your campaigns to target specific demographics and regions.
Where does Roku’s audience reach data come from?
In addition to partnering with third-party vendors, Roku has technology called Automatic content recognition (ACR) that identifies content being played on smart media devices such as Roku TVs. Roku uses ACR to understand what TV programs users are watching, what ads they're seeing, and even what video games they're playing. ACR’s insights are invaluable to marketers who want to understand not only what people are streaming, but what they’re watching on linear as well.¹
Case study: Quaker Oats
Quaker Oats saw a 12% increase in audience reach by targeting younger Roku viewers with a streaming ad campaign. With Quaker’s creative top-of-mind, sales followed. The campaign generated a 3.9% lift in incremental sales from viewers who saw the ad on Roku, and 75% of those incremental sales came from new or lapsed buyers.
Resonance
How well did your campaign’s branding and message resonate with your audience? Using brand lift partners and our own measurement tools, marketers can track attitudinal brand metrics such as awareness, ad recall, and brand favorability.
Case study: H&M
To promote their summer fashion line, H&M curated a group of summer–related romance movies and TV shows. Titled “Suns Out, Funs Out,” the brand was able to determine that the hub led to a 22% increase in brand favorability among 18-34 year old viewers and that the percentage of viewers somewhat interested in fashion who see H&M as a leader in fashion jumped by 39%.
Reaction
Did your campaign ultimately drive consumers to take an action like visiting a store, exploring a website, or making a purchase? Roku allows advertisers to measure a range of actions after ad exposure such as sales lift, website conversions, and even closed loop sales with certain retailers.
For those advertisers marrying reaction measurement with analyzing their overall marketing mix ROAS, Roku can enhance and support Marketing Mix Modeling by supplying accurate, source-of-truth campaign data to marketing partners, enabling more accurate media investment measurement for Streaming TV.
Case study: Home Chef
After Roku matched Home Chef data with Kroger Precision Marketing data, the company was able to determine that TV streaming ad exposure boosted in-store meal kit sales. The campaign also achieved a nearly 2.5x return on ad spend and delivered a nearly 21% sales lift among new buyers exposed to the campaign.
Case study: Headspace
Headspace, a leader in wellness and meditation, directly attributed a 134% increase in website conversions to partnering with Roku to offer free holiday-themed movies throughout the month of December.
Visit our advanced measurement page to learn more about these and other Roku’s measurement capabilities.
¹ Roku Internal Data, 2020
