Nielsen announced Roku's plans to enable four-screen measurement for the first time across traditional TV, connected TV, desktop, and mobile in Nielsen Total Ad Ratings. Now, marketers running ads with Roku can deduplicate campaign reach and frequency across all four screens in the home."Marketers are increasingly investing in CTV to follow consumers. However, brands want consistent measurement across screens," said Kim Gilberti, SVP, Product Management, Nielsen. "Marketers can now better evaluate CTV inventory's unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing comparable and deduplicated metrics across screens with Nielsen ONE."
Nielsen Four-Screen Ad Deduplication will initially be available in Nielsen Total Ad Ratings and will underpin audience deduplication in Nielsen ONE, the company's forthcoming cross-media measurement platform, upon launching in December 2022. This measurement is available on the Roku platform, inclusive of any Roku media running through OneView and video inventory on Roku Ad Framework certified channels.
The addition comes as consumers spend more time streaming, marketers shift to streaming. Nielsen's latest edition of "The Gauge" reveals streaming surpassed cable for the first time in July, capturing its largest share of TV viewing to date. OneView, Roku's ad platform built for TV streaming, is directly integrated with Nielsen's measurement solution, enabling robust, person-level measurement of ad campaigns on the Roku platform.
The launch is a continuation of a 6-year partnership between Roku and Nielsen. Since 2016, more than 200 advertisers have measured their TV streaming campaigns on Roku. "We believe that all TV ads will be accountable and measurable," said Asaf Davidov, Head of Ad Measurement and Research, Roku. "Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming," Gilberti said.