Roku and global advertising platform Innovid are launching a new analytics solution, which will measure certain demographics from TV campaigns run across both the Roku platform and Linear TV. The new measurement will be able to track and understand variables like daily demographic reach and frequency.

The new tool works by combining OTT and linear TV occurrence and identity data from Roku’s 30.5m accounts, with Innovid’s OTT as serving footprint across 75m homes. Using the resulting data, marketers will be able to better understand who and where their campaigns run across Roku are reaching.

“More than half of Roku’s audience are cord cutters,” said Alison Levin, vice president, ad sales and strategy, Roku. “As marketers follow viewers from linear TV to OTT, they need tools to evaluate audience overlap and incremental reach across screens and suppliers.”

“Marketers understand that OTT can build incremental reach to traditional TV buys. Innovid and Roku are now making it easier to connect audiences across all of television,” said Jessica Hogue, general manager, measurement and analytics, Innovid. “The ability to measure reach and frequency across ad campaigns running on linear TV and the Roku platform gives marketers deeper transparency and the ability to reduce over-frequency to drive better business outcomes.”

The new measurement solution compliments the suite of analytics tools, Roku Ad Insights, that were originally launched in 2018. The solution is currently being tested with clients including Verizon, but will eventually be available to other OTT providers.

“We are excited about the new capabilities Roku and Innovid are bringing to the market,” said Mike Law, president at Dentsu’s Amplifi. “The ability to manage daily incremental reach and frequency across OTT and Linear TV is very much needed as we continue to scale spend in OTT and will help give us more confidence to know our clients’ investment in OTT is driving measurable results.”