Video ads on the Roku OTT platform are 67 per cent more effective per exposure at driving purchase intent than ads on broadcast and cable television, according to a study conducted by MAGNA, IPG Media Lab and Roku. Applebee’s, H&M, McCormick and Truvia participated in the research.

The study, Under the Hood of Over-the-Top Measurement,

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Categories: Ads, Advertising, Articles, Broadcast, Consumer Behaviour, OTT, Research