Viacom will soon offer advertisers a peak into the coveted viewing data of over-the-top streaming services. In partnership with best-selling streaming device maker Roku, which Viacom invested in earlier this year, the media conglomerate will allow access to audience data from Roku, which will inform Viacom advertisers of what Roku users are streaming and help them target particular audience segments via Roku’s full-screen video ad network.
What Brands Need To Do
With viewers increasingly choosing on-demand viewing over linear TV, advertisers have been curious about the viewing data that SVOD services are collecting. But since many of those services such as Netflix and Amazon Prime Video are not ad-supported, the data is rarely made available for brand advertisers. This partnership should enable Viacom advertisers to gain some valuable insight into the audience behavior on streaming services, and brands would be smart to explore this opportunity.
To read more on how brands can deal with TV’s shift toward streaming platforms, please check out the Appified TV section in our Outlook 2016.