IPG Mediabrands’ investment and innovation unit Magna has announced a strategic partnership with Roku, in an attempt to improve over-the-top (OTT) audience targeting and measurement.
The partnership will allow IPG Mediabrands clients accelerated access to precision targeting, programmatic workflows, interactivity and audience measurement advertising capabilities provided by the Roku platform.
The move comes as the agency attempts to diversify its video efforts, having shifted a portion of clients’ TV ad spend to YouTube in 2016. Partnering with Roku builds on this, allowing clients including BMW and Coca-Cola to reach viewers who have shifted their TV consumption to OTT.
In December 2016, Nielsen said that Roku – the only OTT platform to support Nielsen’s Digital Ad Rating (DAR) – represented 48% of monthly active streaming players.
When partnered with IPG Mediabrands’ programmatic arm Cadreon, Roku’s data can allow clients more precise audience targeting and in an industry-first move, all IPG Mediabrands campaigns will be DAR measured, with the aim of bridging the gap between TV and OTT advertising.
“Last year, we made a concerted effort to provide marketers with viable sight, sound and motion opportunities beyond linear television,” said Magna president North America David Cohen.
“Now, we’re continuing to diversify the mix, transcending audience demographics while leveraging data in a new and exciting way through our partnership with Roku. They offer the most sophisticated OTT advertising path to reaching customers.”
Roku vice president of advertising Scott Rosenberg added that, by integrating advanced ad technologies directly into TV operating system, the platform is able to enhance ad capabilities in OTT.
“This partnership accelerates our work with IPG Mediabrands, and opens the door to close collaboration on new ad products in 2017,” he added.
Ad supported viewing currently accounts for half of the top 25 most watched channels, aligning with
Magna’s latest Global Advertising Forecast which predicted that digital advertising spend will exceed TV this year.