Roku and Nielsen have signed a deal to allow four-screen audience measurement. This will help Nielsen solve its problem of tracking connected devices.
Roku’s deal allows marketers to run ads on traditional TV, connected TV and mobile.
Nielsen is still the leading U.S. TV measurement company, but the industry faces difficulties as more people migrate to streaming media. Nielsen’s measurement system has been overly dependent on linear TV, limiting advertisers’ ability to determine who, if anyone, sees their ads or how many times they are reaching the same person across different devices.
Roku’s deal will allow advertisers to measure frequency across all four screens of the home.
David Kenny from Nielsen was the Nielsen CEO last week. He stated that data should be representative of who is consuming what. This is an important element in media companies establishing priorities for reaching their audiences. “We all have to fight for data integrity,”He said.
Although some TV industry professionals have tried to find alternatives to Nielsen measurements for their data, none of them have found a viable alternative. eMarketer predicts that spending on marketing will increase from 11% to 18% by 2021 to connect TV.
According to Kim Gilberti, Nielsen’s SVP of product management, marketers are increasingly investing in connected TV, but brands want consistent measurement across screens.
“Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner,”She said this in a statement “and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices.”
Gilberti claimed that the deal brings the company greater stability. “one step closer to providing comparable and deduplicated metrics across screens with Nielsen ONE,” the company’s “cross-media”Dec. will see the debut of a measurement tool.
“We believe that all TV ads will be accountable and measurable,”Asaf Davidov is the Roku head for ad measurement research. “Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”
Last year, Roku bought Nielsen’s targeted advertising business, enabling the platform to insert hyper-targeted ads, allowing sponsors to reach consumers at a granular level, including targeting income, lifestyle and shopping interests.
