×
You will be redirected back to your article in seconds

Nielsen to Measure Roku Connected-TV Video Ads

Nielsen and Roku are working together to measure video advertising delivered via Roku’s 10 million players and smart-TV devices — a development the parties tout as the first connected-TV platform to offer audience guarantees that exist in traditional television.

About half of the 250 most-watched Roku channels, including CBS All Access, already deliver ads, but in selling that inventory publishers have had to extrapolate audience demographics for ad impressions.

Now, Roku channel partners will be able to measure audience according to Nielsen’s standard demo breakdowns. Nielsen will collect usage data from Roku devices (stripped of personally identifying info) and then will use its National People Meter television panel to assign audiences.

Initially, Nielsen and Roku will enable over-the-top advertising measurement through Nielsen Digital Ad Ratings, with a test slated to begin this summer. “We believe all TV will be streamed, and with it all TV advertising,” said Scott Rosenberg, Roku’s VP of advertising. “Nielsen solves a couple of really hard problems – like how do you know those 100,000 impressions were served against an 18-34 demo?”

The key difference with the new approach is that it incorporates census-level data from each Roku device, instead of relying solely on panel-based measurement, which would not produce a big enough sample size to estimate demos, said Kelly Abcarian, senior VP of product leadership who is responsible for Nielsen’s TV ratings strategy. “The benefit to the publisher is, Nielsen working with Roku means you have it in the platform,” she said.

The Nielsen-Roku deal is separate from the measurement firm’s effort to gauge viewing of certain content on subscription VOD services including Netflix and Amazon Prime. That’s also slated to begin a test phase this year, but it will track SVOD viewing only on TVs (not computers or mobile devices) and will let content owners view data only for their own titles on the services.

Roku will include the Nielsen tracking capabilities as part of the Roku Ad Framework, a new toolkit for channel partners that includes Innovid’s iRoll interactive ad-serving software and a new Roku ID for advertisers directly into the devices’ operating system.

“Roku’s move to bring advanced advertising measurement and delivery technologies to its platform is an important step in the progression of digital video distribution,” Marc DeBevoise, CBS Interactive exec VP and g.m. of entertainment, sports and news, said in a statement.

In 2014, Roku users streamed more than 3 billion hours of video. (For the sake of comparison, Netflix said subscribers worldwide consumed 10 billion hours in the first quarter of 2015 alone.)

More Digital

  • Vaccination

    YouTube Yanks Ads From Anti-Vaccination Conspiracy Channels

    YouTube, under fire for facilitating the spread of conspiracy theories and other misinformation, said it will no longer serve ads on channels that espouse anti-vaccination rhetoric. The Google-owned video giant cited its advertising policy that bans “dangerous and harmful” content from eligibility in its monetization program. “We have strict policies that govern what videos we [...]

  • Evan Williams, Twitter founder (R) and

    Twitter Co-Founder Evan Williams Steps Down From Company’s Board

    Twitter co-founder Evan “Ev” Williams is stepping down from the company’s board, Twitter announced in a SEC filing Friday afternoon. Williams will depart from the board at the end of this month, according to the filing. “It’s been an incredible 13 years, and I’m proud of what Twitter has accomplished during my time with the [...]

  • Facebook Logo

    Facebook Shuts Down Controversial Ovano VPN App

    Responding to a continued backlash over its data collection practices, Facebook pulled the plug on its Ovano VPN app Friday. Ovano, which promised users an added level of privacy while using public Wifi hotspots, was used by Facebook for market research purposes. Facebook removed the app from the Google Play store Friday, and the company [...]

  • Smosh

    Smosh Acquired by Rhett & Link's Mythical Entertainment

    UPDATED: Smosh, the long-running YouTube comedy brand, has been acquired by Mythical Entertainment, the company formed by Rhett & Link, hosts of comedy show “Good Mythical Morning.” As first reported by Variety last week, Mythical emerged as the leading candidate to buy Smosh, which was left stranded after parent company Defy Media shut down without [...]

  • China Video Streaming Giant iQIYI Loses

    Chinese Video Giant iQIYI Loses $1.3 Billion in 2018

    Chinese video streaming firm iQIYI lost over $1.3 billion in 2018, as revenues and subscriber numbers ballooned. The deepening losses reflected ever higher spending on original content production. Announcing its first full-year financials since a March IPO that launched it onto the NASDAQ, iQIYI said that it lost $1.3 billion (RMB9.1 billion) last compared with [...]

  • Roku headquarters

    Roku Aims to Top $1 Billion in Revenue in 2019, Beats Holiday Quarter Earnings Expectations

    Roku wants to become a billion-dollar company in 2019, and invest more in its ongoing international expansion. The streaming-device maker told investors on Thursday that it expects to generate between $1 billion and $1.025 billion this year, and that international growth was one of its key investment areas for 2019. Roku made these announcements as [...]

More From Our Brands

Access exclusive content