CALIFORNIA: Roku, the streaming company that hosts top sports apps such as of the NBA and the Major League Soccer (MLB) have created ‘Audience Marketplace’, an OTT advertising marketplace for buyers and sellers which will enable them effectively target audiences on the Roku platform in the United States.
Clients and publishers will get an opportunity to leverage Roku’s first-party data and proprietary ad technology, which has a vast amount of insights into millions of OTT streamers, offering the ability to precisely target specific segments at a household level. According to renowned research firm Nielsen, among adults aged 18-34, Roku delivers 10.2 percent incremental reach over linear TV. The Audience Marketplace will have Fox, Turner and Viacom amongst participating publishers.
“The business of streaming is winning – both in the minds of consumers and advertisers,” said Seth Walters, VP, Demand Partnerships, Roku. “As the industry’s leading TV streaming platform, we’re well-positioned to empower our publishers to unlock the full potential of OTT advertising and help them to meet the needs of brands and consumers.”
“Over-the-top distribution has been a key audience driver for Turner’s portfolio of premium content, with Roku being one of the preeminent partner platforms,” said Larry Allen, Vice President, Ad Innovation & Programmatic Solutions, Turner.
“Participating in Roku’s Audience Marketplace gives us access to rich insights and enhanced audience targeting capabilities, extending the ability for ad buyers to reach and engage with streaming viewing audiences that are critical to grow their business.”
Turner’s idea to leverage the new platform comes shortly after its sports division, Turner Sports, had introduced for its digital arm, a unique live sports sponsorship marketplace that would enable marketers to make a single ad buy targeted towards the specific audience they want to reach.
