ComScore Video Ad Measurement Comes to the Roku Platform
While streaming video viewing has shifted to the living room, ad support has struggled to catch up. That took a big step forward yesterday, however, when ComScore and Roku announced that the Roku platform will support ComScore validated Campaign Essentials (vCE), the first platform to do so.
When publishers and advertisers take part in the program, they'll get the same campaign metrics for their set-top views that they do for their desktop, 移动, 购买线性电视, 包括毛评点, 人口统计资料, 达到, 和频率.
Getting vCE measurement on Roku devices is a crucial step, as Roku is the leading living room platform with 10 million active accounts. Advertisers are able to target desired viewers, 测量结果, and compare metrics across platforms.
“Our goal is to 达到 our customers where they are most engaged,Jeff Giacchetti说, vice president of digital for Mediavest Spark. “By broadening campaigns to address OTT audiences, we achieve a more holistic 达到 and guarantee that the users we want to connect with are actually 达到able. Access to the same digital measurement tools on TV that we use on other platforms equals a greater understanding of consumers and the efficiency our clients expect.”
Roku added Nielsen's Digital Ad Ratings to its platform in 2015.
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