TORONTO – Roku announced yesterday it has introduced the OneView advertising platform to its Canadian television advertising offering.
OneView gives advertisers “a self-serve platform, leveraging TV identity data from the Roku streaming platform, to manage advertising across TV streaming, desktop, and mobile campaigns,” a press release says.
The platform, “which was built for TV streaming, integrates the reach, inventory, and capabilities of Roku advertising with the identity and attribution tools of Roku’s demand-side platform.”
Some of the benefits OneView offers includes access to more accurate audience data, further campaign reach, proprietary audiences and instant over-the-top forecasting.
“The reality is the industry is at a critical crossroads,” said Christina Summers, regional sales manager at Roku, in the press release. “Many marketers are still deploying large majorities of their budgets towards traditional TV, where data is generic at best, and the capacity to target specific audience segments is lost.”
Matterkind, an IPG affiliate company, is the first Canadian OneView campaign partner Roku has signed.
“The Matterkind partnership with OneView allows Roku to work with the agency locally in Canada as an extension to its global agreement in the U.S.,” the press release says.
“The first campaign ran nationally from May 25 – June 30, 2021, in English and French for a major Canadian travel client, promoting domestic tourism in the country, and has enabled IPG and Matterkind the ability to better reach key domestic travelers like younger families, mature travelers, singles and couples.”
Along with benefitting marketers and advertisers, OneView gives “Roku’s content producers the ability to tap into new audience segments, and better monetize their existing and often dormant catalogues to extend reach even further,” the press release says.
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