Per the agreement, Nielsen will be able to measure video ads across content on Roku streaming devices. Specifically, Nielsen will measure OTT viewing with its Digital Ad Ratings tool, allowing advertisers and publishers to use the company’s metrics and measure their audience through typical Nielsen demographics.
Use of Nielsen’s measurement tools will be available via Roku with Roku Audience Solutions. It’s framed as a way for publishers and advertisers to “combine the best of both digital and TV advertising.” You can learn more about it here.
This means, in a sense, that advertisers will be able to measure their campaigns’ success on digital as they would on TV. In a bold statement, Roku’s VP of advertising, Scott Rosenberg, said, “We believe all TV will be streamed, and with it all advertising.”
This strong view does align with Nielsen’s Total Audience initiative, which aims to account for all major digital video content and advertising. The company’s already been measuring the use of SVOD services in US households, and it’s been talking about plans to measure TV content on Netflix and Amazon by mid 2015.