tivo comcast patent X1

TiVo and Viacom have announced a partnership designed to create more highly targeted campaigns for advertisers, using the set-top box maker’s measurement tools and Viacom’s proprietary data and ad solution dubbed “Vantage.”

It’s the first alliance between TiVo Research and Analytics and a major media company, and that’s because Viacom’s multiplatform solutions are accepted as “one of the better platform for advertising,” said svp and gm Frank Foster. “Viacom is leading the charge… and they were ready to link up our data,” he said. Importantly, Viacom’s data management solution covers online, mobile and television platforms, allowing for a single metric for all three, Foster said.

The goal is to target a specific set of television viewers who are most relevant to a particular advertiser. The segments go beyond sex and gender, Foster said. For example, using TiVo’s panel of 2.3 million households, an automaker can target an age group, income level and family size—and then find out what TV shows that group is watching. Then the advertiser can run ads specifically during those programs. After that, TiVo measures the audience reached and, using 3rd party partnership compliant with privacy rules, determines the extent to which purchasing occurred. “The important part is the test and control,” Foster said, in order to make sure that the different data sets link up.

The Daily


Charter Wins in Broadband, Wants Flexibility in Video

Charter stunned Friday with news that it added 105,000 residential and SMB internet customers in 4Q22. While much lower than the massive gains operators experienced in the heart of the COVID-19 pandemic, these levels are giving Charter hope of a return to some level of normalcy.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up


Seeking an INDUSTRY JOB?

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact [email protected] for more information.