OneView Becomes First TV Streaming Ad Buying Platform to Launch Nielsen Digital Ad Ratings Audience Guarantees Ahead of Upfronts

Rhea-AI Summary

Roku, Inc. (NASDAQ: ROKU) has launched Nielsen’s Digital Ad Ratings (DAR) audience guarantees on its OneView platform, making it the first ad buying tool to offer this for TV streaming. Advertisers can target specific demographics and pay only for impressions reaching their audience. This innovation is expected to streamline the planning and measurement of TV streaming ads. With direct consumer data, Roku enhances the accuracy of audience guarantees, potentially reducing wasted ad spend. Roku has prioritized advancing TV ad automation and measurement since its strategic alliance with Nielsen in 2021.

Positive

• First ad buying platform to enable Nielsen audience guarantees for TV streaming.
• Enhanced targeting allows advertisers to pay only for effective impressions.
• Improved measurement capabilities through partnerships and proprietary data.

Negative

• None.

SAN JOSE, Calif.--(BUSINESS WIRE)-- Roku, Inc. (Nasdaq: ROKU) today announced the launch of Nielsen’s Digital Ad Ratings (DAR) audience guarantees on OneView, making OneView the first ad buying platform to enable Nielsen guarantees across TV streaming. OneView users 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.

Advertisers choose OneView because it is currently the only ad buying platform with the powerful combination of Roku data from America’s No. 1 TV Streaming Platform*, ad space from The Roku Channel, and Roku ad experiences that go beyond the traditional TV spot. Ahead of upfronts, audience guarantees in OneView are available for ads running on the Roku platform. This 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. “Our goal is to offer diverse tech and measurement offerings that move the industry forward.”

Roku has also made Nielsen audience guarantees more precise with data points from its direct relationships with consumers. Now, publishers that enable OneView as a demand source can use proprietary data signals from Roku to improve the accuracy of their own audience guarantees. This means that publishers can save money by wasting fewer ad impressions to fulfill their 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,” said Tyler DeNicola, Vice President of Programmatic Revenue and Partnerships at A+E Networks. “Now we can offer brands improved performance, less waste and new guarantees across our streaming ad inventory.”

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.

About Roku, Inc.

Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models and Roku streaming players are available around the world through direct retail sales and licensing arrangements with TV OEMs and service operators. Roku audio products are available in the U.S. through direct retail sales. Roku is headquartered in San Jose, Calif. U.S.A.

*“America’s No. 1 TV streaming platform” is based on hours streamed according to Hypothesis Group, October 2021

Forward-Looking Statements

This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us. Forward-looking statements include all statements that are not historical facts and can be identified by terms such as “anticipate,” “believe,” “continue,” “could,” “design,” “estimate,” “expect,” “may,” “seek,” “should,” “will,” “would” or similar expressions and the negatives of those terms. Forward-looking statements involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Forward-looking statements represent our beliefs and assumptions only as of the date of this press release. These statements include those statements related to the capabilities, tools, reach, and benefits of the OneView Ad Platform, including its enabling of Nielsen guarantees and their availability and accuracy; as well as those related to shifts in advertiser, marketer, and content provider needs, desires, and spend; trends in TV streaming and advertising spend; and the features, benefits, and reach of The Roku Channel and the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Further information on factors that could cause actual results to differ materially from the results anticipated by our forward-looking statements is included in the reports we have filed with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2020 and our Quarterly Report on Form 10-Q for the quarter ended September 30, 2021. Copies of reports filed with the Securities and Exchange Commission are posted on Roku’s website and are available from Roku without charge.

Roku, Roku TV, and OneView are trademarks and/or registered trademarks of Roku, Inc. in the United States.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220201005524/en/

Sarah Saul

ssaul@roku.com

Source: Roku, Inc.

FAQ

What is the new feature launched by Roku for its OneView platform?

Roku launched Nielsen's Digital Ad Ratings (DAR) audience guarantees on the OneView platform.

How does Roku's OneView platform improve ad targeting?

OneView allows advertisers to target specific demographics and pay only for impressions that reach their intended audience.

When did Roku first introduce Nielsen guarantees?

Roku first introduced Nielsen guarantees in 2015.

What is the significance of Roku's partnership with Nielsen?

The partnership enhances ad measurement accuracy and allows for audience guarantees across multiple screens.

How does Roku aim to transform TV advertising?

Roku aims to automate TV ad measurement and streamline the advertising process through innovative tools like OneView.