Roku has unveiled Activation Insights, new tool to target audiences that have shifted to OTT. The capability combines a comprehensive review of a brand’s linear TV campaign performance, with an analysis of the potential OTT audience missed and the optimal budget spend on the Roku platform

Activation Insights is part of Roku Ad Insights Suite, which helps brands measure campaign reach and effectiveness across linear TV and OTT. With deep first-party insights from Roku’s 29.1 million active accounts brands can now better model potential investment with Roku and estimate an unduplicated, incremental audience – whether the audience is light TV viewers and cord-cutters or viewers who were under or over exposed to a brand’s ads on linear TV.

“Smart marketers are significantly increasing investments in OTT to reflect the dramatic shift to streaming,” said Scott Rosenberg, SVP and GM, Platform Business, Roku. “By adding the ability to tie advertising performance on linear with a specific audience that advertisers can gain on OTT, we are addressing a long-standing industry challenge for OTT media planning. We believe it’s no longer a question of when advertising budgets will shift to streaming but how much.”

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