Leading streaming platform Roku has announced the launch of Nielsen’s Digital Ad Ratings (DAR) audience guarantees on its OneView ad-buying platform. The new launch makes Roku the first platform to introduce Nielsen guarantees via TV streaming.
Brand's using OneView will now have the option to fill out demographic information and only pay for the impressions that reach their specific target audience. This will make it far easier for brands and advertisers to plan and measure a streaming campaign -- an otherwise difficult endeavor.
"Now, upfront advertisers in OneView will be among the first to see audience overlap across major devices, channels, and publishers on their plan. Our goal is to offer diverse tech and measurement offerings that move the industry forward," said Louqman Parampath, VP of Product Management at Roku.
Streaming-Integrated Ad Ratings
Roku Launches Nielsen’s Digital Ad Ratings (DAR) on OneView
Trend Themes
1. Nielsen’s Digital Ad Ratings on Streaming Platforms - Opportunity for streaming platforms to introduce Nielsen guarantees and enhance audience targeting capabilities for brands and advertisers.
2. Audience Overlap Measurement Across Devices - Opportunity for technology companies to offer diverse measurement offerings and enable advertisers to see audience overlap across major devices, channels, and publishers on their plans.
3. Targeted Impression-based Ad Campaigns - Opportunity for brands to fill out demographic information and only pay for targeted impressions that reach their specific audience on streaming platforms.
Industry Implications
1. Streaming Platforms - Streaming platforms can increase demand from advertisers by introducing Nielsen guarantees and enhancing audience targeting capabilities on their platforms.
2. Advertising Technology - Technology companies can offer diverse measurement offerings that move the industry forward and enable brands to see audience overlap across multiple devices for more effective ad campaigns.
3. Brands and Advertisers - Brands and advertisers now have the opportunity to plan and measure streaming campaigns with greater ease and accuracy by leveraging targeted impression-based ad campaigns on streaming platforms.