Roku Eyes Enhanced Advertising Tech - Inks Pact With Fandango To Boost Ad Campaign Analytics

Nabaparna Bhattacharya

June 13, 2024

Roku, Inc. (NASDAQ:ROKU) announced plans for a new CTV relationship with online movie ticketing service Fandango.

This relationship will enable theatrical advertisers to measure the impact of their Roku ad campaign through Fandango ticket sales attribution.

According to Benzinga Pro, ROKU stock has lost over 27% in the past year. Investors can gain exposure to the stock via ARK Innovation ETF (NYSE:ARKK) and ARK Next Generation Internet ETF (NYSE:ARKW).

“As the daily lead-in to television for U.S. households with nearly 120 million people, Roku has the scale and creative canvas to find entertainment enthusiasts and bring studios front and center throughout the Roku moviegoer’s journey,” said Kristina Shepard, Vice President of Global Advertising Sales, Roku.

Under the pact, Roku is set to join Fandango360, Fandango’s advanced marketing insights tool for optimizing marketing spend to boost ticket sales.

Roku users frequently visit cinemas, offering advertisers valuable insights. Enhanced advertising ties enable Roku to track campaign impact on consumer behavior, facilitating improved ticket sales.

“Our exciting collaboration with Fandango will give studios valuable insights into their campaigns,” Shepard added.

Yesterday, the company unveiled Roku Exchange, an advertising technology solution designed to bridge ad inventory with advertiser demand directly.

This platform represents a significant advancement in streaming-first advertising technology.

“Roku Exchange is the mediation layer that serves ads and enriches impressions, based on Roku data from over tens of millions of streaming households,” said Louqman Parampath, VP of Product Management, Roku.

Roku Exchange is integrated with the Magnite supply-side platform (SSP), positioning it as a central hub for supply integrations, fair auctions, and ad decisioning within Roku’s platform.

Price Action: ROKU shares are trading lower by 4.26% to $53.96 at last check Thursday.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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