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Roku has been getting more serious about its ad business, and today it’s launching a new tool designed to make advertisers comfortable with moving their spending over from traditional TV.
Alison Levin, Roku’s vice president of ad sales and strategy, pointed to data from Magna Global estimating that while over-the-top viewing accounts for 29 percent of all TV watch time, it only represents 3 percent of TV ad budgets. She argued that this is a wasted opportunity for advertisers because they’re struggling to reach cord-cutters and “light TV viewers.”
Ad - Spend - Problem - Levin - Lack
Why is ad spend lagging? The problem, Levin said, is “a lack of tools to understand that shift.”
“Streaming is mainstream — brands need to shift to OTT to become whole again and find the consumers they’ve lost on linear,” she said. “Roku as a platform is really uniquely positioned to solve this problem. We do understand and know the viewership pattern of the largest streaming platforms, which allows us to not only help brands find an audience, but also understand the landscape.”
Company - Activation - Insights - Tool - Data
The company’s new Activation Insights tool uses data...
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