Viacom and Roku Inc. today announced a partnership that enables Viacom to use aggregated audience insights from Roku® to deliver targeted advertising on the Roku platform.
Viacom will be the first programmer to leverage aggregate data from Roku to deliver messages to custom audience segments on the Roku platform.
“Viacom’s unique partnership with Roku extends our game-changing ecosystem, bringing targeted advertising at scale in a way that, until now, was not available in the premium television environment,” said Kern Schireson, EVP Data Strategy & Consumer Intelligence, Viacom. “With this partnership, we can deliver more relevant messages to Roku consumers for products and services that interest them. This is the first time dynamic, 1:1 advertising will be possible as part of a larger linear TV buy. Advertising experiences like this are more impactful for both consumers and marketers.”
Viacom’s media networks, including Nickelodeon, Comedy Central, MTV, VH1, Spike, BET, CMT, TV Land, Nick at Nite, Nick Jr., Channel 5 (UK), Logo, Nicktoons, TeenNick and Paramount Channel, reach over 3.5 billion cumulative television subscribers worldwide. Paramount Pictures is a major global producer and distributor of filmed entertainment.
Roku boasts a highly engaged audience. In 2015, Roku users streamed 5.5 billion hours of content.
Established by Anthony Wood, inventor of the DVR. Roku is privately held and headquartered in Los Gatos, Califreator and has created a popular streaming platform for delivering entertainment to the TV.
Roku streaming players and the Roku Streaming Stick® are sold through major retailers in the U.S., Canada, the U.K., the Republic of Ireland, Mexico and France.
“The beauty of the Roku platform is that it offers full screen, 100% viewable video for advertisers, while also enabling all the targeting, interactivity and measurement of digital,” said Scott Rosenberg, VP of Advertising, Roku. “We’re committed to helping our publishers more effectively monetize in OTT. As a clear leader in advanced TV advertising, Viacom was a natural partner. Partnerships like this also help ensure the continued growth and vibrancy of free, ad-supported programming for Roku consumers.”
Roku licenses a reference design and operating system to TV manufacturers to create co-branded Roku TV models.
Under the Roku Powered™ program, Roku licenses its streaming platform to pay TV providers around the world who want to use the Internet to deliver entertainment services through streaming players.
