Roku just launched a beta program that will allow advertisers to replace traditional TV commercials with targeted ads.
Nielsen’s Advanced Video Advertising business. That acquisition included both Nielsen’s automatic content recognition and dynamic ad insertion technologies. Roku said that the end goal was to launch an end-to-end DAI solution with TV programmers and further integrate Nielsen products into the Roku platform.
Roku said that it wanted to let programmers “replace traditional TV ads with targeted ads in real-time.” This would allow marketers to improve their ROI. in regards to the beta program this week: They effectively have access to a suite of addressable products, which give them more control of their linear ad inventory, ultimately providing a better and more relevant ad experience to the consumer. From an advertiser perspective, the ability to do targeted ads on linear TV commercials is something that’s not possible on linear TV by and large today. This is a way for them to actually look at getting higher return on ad investment for their media budgets.
Parampath explained that this will be beneficial to both the advertisers and consumers. Not only will the advertisers be able to target specific consumers, but those same consumers will “get more relevant, targeted and timely ads.” This is how the media companies can afford to offer free, ad-supported TV services like The Roku Channel.
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