What They Say
“The OneView Ad Platform, a demand-side platform (DSP) powered by first-party insights from Roku Audiences, works across digital advertising exchanges as well as TV streaming services. The direct consumer relationships from Roku Audiences and Roku’s network of data partners powers a complete view of streamers as they navigate streaming channels, devices, web, and mobile.
The OneView Ad Platform can understand when viewers have already seen an ad on traditional TV, too, so advertisers can use the platform to create audiences of streamers who have or have not seen the ad on traditional TV.”
What We Say
When we ask our clients why they’ve avoided TV advertising, one of the main things we hear—aside from the price—is: “what if nobody’s watching?”
We get it. In a busy world, people don’t just sit glued to the TV anymore, and as a result, it can be hard to track who’s actually seeing your ad. With set-top boxes that allow for recording and fast-forwarding, not to mention streaming devices that provide access to a whole world of on-demand content, it’s easy to see how advertisers might feel like they’re flushing money down the drain.
Roku’s solution to this problem is its OneView Ad Platform, which uses first-party insights from Roku Audiences to deliver your ads across digital advertising exchanges in addition to TV streaming services. With its OneView platform, Roku aims to obtain total TV visibility, with no more budgets wasted on ads that are shown but not seen.
How does this work? Let’s imagine your ideal target consumer—let’s call him Dave. Dave loves football, so you schedule a OneView ad to run on a broadcast channel during halftime. Unfortunately, Dave hates ads, so he switches channels as soon as they start. After the game, Dave decides to stream a movie via Roku, but—and here comes the clever bit— before the feature, OneView deploys the same ad that he missed earlier. This maximisation of ad exposure helps to minimise losses from the sales funnel and is just one of the ways Roku is making itself stand out as a viable platform for video advertising.