Viacom and TiVo Research are forming a partnership to enhance Viacom’s proprietary data and ad solutions.
Viacom already offers predictive tools such as Vantage and Echo Social Graph for targeting consumers.
But the alliance, which TiVo is its first team-up with a media company, will integrate Viacom Vantage’s advanced predictive engine with TiVo Research’s suite of single-source measurement tools. The collaboration will provide Viacom’s creative content/integrated media group and its group that provides multi-platform social partnerships, products, and services to clients, with more data.
“This integration will make Viacom the first network to offer advertisers true single-source solutions for audience targeting and measurement. The combination of Viacom’s advanced predictive engine and TiVo’s anonymized, granular set-top box data, matched directly to purchase and consumer engagement data in a privacy protected manner, allows advertisers to see much more than if their campaign was viewed. This partnership will not only enable advertisers to see how effectively a campaign reached the target audience, but it will shed light on whether the campaign enticed consumers to take action such as going to a store or buying a product,” Frank Foster, Senior Vice President and General Manager of TiVo Research, said in a statement.
TiVo Research says it can provide second-by-second tune-in data anonymously matched to online exposure and purchase data for more than two million U.S. homes. Viacom says it reaches a cumulative 3.4 billion television subscribers.
The new partnership with Viacom comes shortly after TiVo’s pledge to give away for free its viewership data.
And TiVo’s work to make ad targeting more effective stands in contrast to the headline functionality of its new Bolt DVR, which now allows viewers to easily skip entire commercial breaks.
