Variety | TV +| By Brian Steinburg Senior TV editor | April 28th, 2016
Recently Viacom said it will try to help advertisers figure out how the dynamics of audiences watching TV favorites via broadband-delivered video by teaming up with streaming-video player Roku Inc.. The move is the latest in Viacom’s efforts to offer measures to Madison Avenue residents seeking methods of tracking consumers interacting with video with new ways.
Under the pact, Viacom will gain access to audience data from Roku that will allow advertisers to send customized messages to particular audience segments. Viacom said it is the first programmer to gain access to Roku’s information.
“With this partnership, we can deliver more relevant messages to Roku consumers for products and services that interest them,” said Kern Schireson, executive vice president of data strategy and consumer intelligence at Viacom, in a prepared statement. “This is the first time dynamic, one-to-one advertising will be possible as part of a larger linear TV buy. Advertising experiences like this are more impactful for both consumers and marketers.”