Roku launched a new tool in May 2019, which will allow advertisers to compare reach from linear TV buys with Roku buys to see the potential audiences they could reach on the streaming platform.  Any tools that can help media planners and buyers measure reach and ROI on OTT (Over the Top) are useful when planning spend media strategies.

Roku’s new tool will use first-party data from its user base, which currently is being reported at 29.1 million active users. First-party data is great, but any well-seasoned planner would say subscriber rates, screen share and viewing time should still be taken into consideration when jumping into the OTT boat.