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Today, Roku announced the launch of Nielsen’s Digital Ad Ratings (DAR) audience guarantees in OneView, making OneView the first ad buying platform to enable Nielsen guarantees across TV streaming.
What does it mean for advertisers?
OneView customers can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach their target audience. And not just on media that Roku sells directly, but also for media sold directly from other publishers in OneView.
OneView is more powerful than ever for advertisers, and just in time for the 2022 upfront season. Roku’s partnership with Nielsen will make it easier to plan and measure an entire TV streaming upfront in OneView with apples-to-apples measurement to traditional TV.
“We believe that all TV ads will be streamed and that all TV ad measurement will be automated. Now, upfront advertisers in OneView will be among the first to see audience overlap across major devices, channels, and publishers on their plan” said Louqman Parampath, VP of Product Management at Roku. “Our goal is to offer diverse tech and measurement offerings that move the industry forward.”
“OneView will help buyers shift more of their advertising into TV streaming. We’re excited about the progress of adding Nielsen DAR into a programmatic execution, which is a first of its kind, and looking forward to seeing the capability extend across additional publishers in the marketplace.” -Brad Stockton, SVP, US National Video Innovation at dentsu International
What does it mean for the industry?
Roku has made Nielsen audience guarantees more precise. Now publishers that enable OneView as a demand source can use unique proprietary data signals from Roku to improve the accuracy of their own audience guarantees.
“A+E Networks is excited to work with Roku to utilize its OneView Ad Platform audience measurement capabilities for our clients, and to help advance the industry as a whole. Now we can offer brands improved performance, less waste, and new guarantees across our streaming ad inventory.” - Tyler DeNicola, Vice President of Programmatic Revenue and Partnerships at A+E Networks.
In 2015, Roku became the first TV streaming platform to launch Nielsen guarantees. As a result of the strategic alliance between Roku and Nielsen in 2021, OneView will also be one of the first ad buying platforms to apply Nielsen measurement to all four screens: traditional pay TV, TV streaming, desktop, and mobile.
To learn more about the announcement, read the full press release here.
