Viacom has entered into a strategic partnership with TiVo Research and Analytics, a subsidiary of TiVo.
The first such alliance for TiVo with a media company, it will see TiVo Research’s one-of-a-kind suite of single-source measurement tools integrate with Viacom Vantage’s advanced predictive engine to augment its precision and consumer targeting capabilities.
Furthermore, it will provide Viacom Velocity and Velocity Products Group – the company’s creative content/integrated media group and the newly formed group that brings multi-platform social partnerships, products, and services to clients –with more data that can help increase the impact of custom campaigns and further expand the analytics delivered to ad partners.
Commenting on the development, Frank Foster, senior VP and general manager of TiVo Research, said: “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 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.”
Bryson Gordon, senior VP of data strategy, added: “Viacom Vantage is on a mission to transform TV advertising through advanced targeting and prediction.
“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.”
Separately, TiVo Research has also entered into a strategic partnership with RTL Group-backed SpotX and clypd. It will allow SpotX to match digital video audiences against TiVo Research’s 2.5 million households. Furthermore, it will give media owners the ability to fulfill campaign targeting obligations across all content distribution platforms, leveraging bespoke combinations of first and third-party data.
This comes alongside the news that SpotX and clypd have developed a single solution for media owners to manage the sale of all forms of television assets and video inventory.
Randy Cooke, VP of Programmatic TV at SpotX, said: “We knew from the outset the industry was moving toward a way of holistically measuring audiences, no matter how they were watching.
“For TV and digital audiences to monetise at equitable rates befitting the true value of each, the industry needed a way of managing inventory optimisation and audience fulfillment across all ad-supported distribution channels”.
Joshua Summers, co-founder and CEO of clypd, added: “Our TV media owner clients, including several premium networks, are enhancing their ad sales efforts with advanced data solutions and automation through our platform.
“By combining forces with SpotX, our partners can actually take advantage offragmentation. Fragmentation should be seen as an opportunity, not a threat, for both the sell and buy side – an opportunity to leverage defined, targetable audiences.”
Rhys Noelke, senior VP strategy at RTL Group, who sits on the clypd board, said: “clypd is one of the first companies that created a strong platform for programmatic sales for linear TV in the US It offers a unique set of tools to the market at a crucial time, as programmatic video sales are growing rapidly. In conjunction with our investment in SpotX, clypds adds key TV sales competencies that will potentially offer groundbreaking solutions for TV and online advertisers. We see great potential in the collaboration of both companies – in the US and Europe.”
