ComScore To Deliver OTT Ratings For Roku

Roku Inc. and comScore today announced that Roku will be the first streaming platform to enable syndicated measurement of video advertising through comScore’s Campaign Essentials. Publishers and advertisers that choose to participate can measure dynamically inserted video ads on the Roku platform with vCE metrics. Media buyers and sellers will have access to campaign metrics comparable with those used for desktop, mobile and linear TV advertising, such as reach/frequency, GRPs and demographics.

“As consumers shift their viewing to streaming platforms, advertisers need to follow,” said Scott Rosenberg, Roku VP of advertising and audience development. “Third party measurement solutions like comScore vCE give advertisers the demographic and cross-platform insights they need to confidently invest in over-the-top platforms. By building third party measurement, sophisticated targeting and interactivity directly into the Roku OS, we are establishing our commitment to advancing the state of OTT advertising.”

“Although OTT now represents a major slice of media consumption, measurement of content and ads has not been consistent. In partnering with Roku, we’re filling this measurement gap with the visibility that advertisers need,” said Timur Yarnall, SVP at comScore. “This partnership represents another step forward in fulfilling comScore’s vision of comprehensive cross-platform measurement.”

According to comScore Total Home Panel data released earlier this year, Roku holds nearly half of the OTT streaming device market share in the U.S. The Roku Ad Framework, an ad SDK compatible with major video ad servers and used by most publishers on the Roku platform, is integrated at the OS level.

“Our goal is to reach our customers where they are most engaged,” said Jeff Giacchetti, VP, digital at Mediavest | Spark. “By broadening campaigns to address OTT audiences, we achieve a more holistic reach and guarantee that the users we want to connect with are actually reachable. 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.”

The ad-supported segment is the fastest growing on the Roku platform, the company said, making up more than half of the top 250 most-watched channels. Earlier this month, Roku expanded its solutions for ad-supported content creators with Roku Direct Publisher, designed to make it easier to launch a streaming channel and encourage the growth of video ad inventory on the platform.