TiVo Research and Analytics and Viacom are to form an alliance focused on advancing Viacom’s data and advertising solutions. Viacom’s data and ad products include predictive tools such as Vantage and Echo Social Graph that target consumers.
TiVo Research’s measurement tools will integrate with Viacom Vantage’s predictive engine, and the collaboration will provides Viacom Velocity and Velocity Products Group with more data, which it is hoped will help increase the impact of custom campaigns and expand the analytics delivered to ad partners. Velocity Products Group is the company’s creative content/integrated media group that brings multi-platform social partnerships, products, and services to clients.
“This integration will make Viacom the first network to offer advertisers true single-source solutions for audience targeting and measurement,” said Frank Foster, senior vice president and general manager of TiVo Research. “The combination of Viacom’s advanced predictive engine and TiVo’s anonymised, 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.”
“Viacom Vantage is on a mission to transform TV advertising through advanced targeting and prediction,” said Bryson Gordon, senior vice president of data strategy. “The integration of TiVo’s single-source database significantly enhances our data capabilities across our advanced advertising products, Vantage, Velocity and Echo, delivering truly unique value to our customers.”
To determine how media spend drives consumer behaviour and product sales, TiVo Research has built a cross-media single-source panel, including second-by-second tune-in data anonymously matched to online exposure and purchase data for more than two million US homes. Viacom hopes to unlock new capabilities for its marketing and advertising partners through an application of its predictive engine to this data set.