Advertisers have a growing number of ways to measure the effectiveness of their campaigns as more consumers spend time with connected devices like smart TVs and mobile phones. Roku, the maker of a popular video streaming device, has added to its menu of measurement services as marketers demand more outcomes-based metrics.<\/p>\n
\u201cWe\u2019ve expanded the roster of third-party measurement partners that we work with to help measure traditional TV and linear and streaming across outcomes,\u201d Gaurav Shirole<\/a>, director of ad measurement at Roku, said in this interview with Beet.TV. \u201cThere\u2019s really been an uptick in demand for outcome-based measurement.\u201d<\/p>\n While Roku caters to brand advertisers who rely on trusted metrics like reach and frequency, business outcomes are also significant. Such metrics can include everything from mobile app downloads to subscriptions as viewers respond to video advertising.<\/p>\n \u201cWe\u2019ve always worked with third parties to validate the effectiveness of advertising, but what we\u2019ve done is expand the types of outcomes we can support toward the bottom of the funnel as well as some partnerships for continued brand measurement,\u201d Shirole said.<\/p>\n About 54 million U.S. households have a Roku device, while about 38% of smart TVs come equipped with the ability to sign up for its streaming services. Roku is equipped to gather detailed information about consumers and their viewing habits, which helps advertisers to improve their incremental reach to linear TV.<\/p>\n \u201cMany advertisers and agency partners want to take advantage of Roku\u2019s unique relationship with our consumers,\u201d Shirole said.<\/p>\nNielsen Alliance<\/h3>\n