Put your insights into action with Roku’s Audience Profile Tool

We’re excited to launch the new Audience Profile Tool, a new feature in OneView designed to help you get more out of your first-party data. This powerful tool helps you quickly understand the demographics and streaming behaviors of an audience or campaign while also observing how your audiences compare against other Roku audiences.

With these insights, you can tailor your campaigns to better resonate with your audiences. According to Roku’s internal streamer data, we've seen that increased ad relevance can lead to a 113% increase in media efficiency.¹ In other words, media is much more effective when it’s on target.

Understand how your customers stream with Roku’s Audience Profile Tool

First-party data can help you paint a more complete picture of your audience’s streaming habits.

• TV streaming behavior can tell you what percentage of your audience tends to be cord-cutters, SVOD viewers, light or heavy streamers, among other crucial insights.
• While streaming data tells you how your audience is streaming, content interests give you aggregate, anonymized insights into what they’re watching.

You can mix-and-match these insights and segment them with other demographics to be more precise than ever with your ad targeting.

Here's a peek into how the tool works:

Put audience insights into action

Roku’s Audience Profile Tool creates audience recommendations based on your first-party data. Informed by this data, you can better plan, buy, and optimize your media buys. 

Audience Profile in Analytics lets you learn about the audience in your OneView campaign. Leverage Roku's Identity and Audience segments to understand more about the households you reached.

With Roku's unique streaming and automated content recognition (ACR) data, you can better understand customer trends and see how that information indexes against Roku audiences generally.

Get your indexing right

Audience Profile shows you where you are over or under-indexing against traits like streaming behavior, channel viewership, content interests and more. This helps you avoid unnecessary spending and deepens your understanding of your audience.

Want to learn more about Audience Profile or OneView? Subscribe to our monthly newsletter for regular updates from Roku.  

¹  Roku Internal Streamer Data, 2022