NEW YORK, June 23, 2009 — TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in television services and advertising solutions for digital video recorders (DVRs), and Quantcast, a pioneering Web-based audience insights service focused on enabling addressable advertising, today announced that they have partnered to provide advertisers and media companies with the most comprehensive cross platform audience analysis solution available for evaluating the correlation between television viewership and online activity.
The announcement was made during the Advertising Research Foundation’s Audience Measurement 4.0 conference in New York, which runs from June 23-24.
The primary differentiator of the new cross-platform solution is the size of the available TiVo/Quantcast sample, 35,000 households total. An innovative combination of data from TiVo’s Power||Watch™ ratings panel and Quantcast’s unique direct measurement offering will allow better evaluation of advertising effectiveness, cross platform media consumption, and programming affinity by producing TV and online media consumption and activity reports on an unprecedented level. TiVo’s Power||Watch ratings service delivers second-by-second program and commercial ratings data with demographic segmentations for 35,000 TiVo households who have volunteered to take part in a “passive” consumer panel. Quantcast solutions are already widely adopted in the marketplace to interpret audiences for over 10 million web destinations and enable media companies and marketers to directly measure activity across brand websites and online advertising campaigns. By creating an anonymously joined sample, TiVo and Quantcast will revolutionize cross-platform audience analysis by providing marketers with the ability to control and self-define the actions against which to evaluate media consumption, and a sample large enough to deliver actionable insights.
“The current advertising marketplace, with most of its spend in broadcast, is unable to accurately attribute effectiveness and customer affinity across channels,” said Konrad Feldman, Quantcast CEO. “The strategic partnership of Quantcast and TiVo will, for the first time, provide marketers with cross media insights and reporting into advertising exposure and effectiveness that link TV advertising and programming exposure to their own online activity.”
“Most brands invest in both Internet and television advertising, and often the campaigns are designed to reinforce each other from a creative standpoint, but the audiences of these advertising impressions have been measured separately and independently,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. “There was no scalable tool to directly link the two. Similarly, television networks can measure traditional TV audiences and separately measure online video audiences, but have no way of measuring the overlap. That ends today. Now, brands will have a powerful new tool to measure marketing ROI, by measuring the web activity generated by their television advertising – and vice-versa. This is a significant leap forward in our efforts to help advertisers and networks better understand how television and Internet behavior inter-relate.”
- Overlap Analysis: combined versus independent reach/frequency/ of television and Internet advertising
- Downstream Behavior: how does television and web ad exposure influence downstream Internet behavior (i.e. “were people who viewed my TV ad more likely to visit my website?”)
For Media Companies:
- Overlap Analysis: consumption of video content, TV-only versus Web-only versus combined
- Downstream Behavior: how does television viewing influence/predict Internet video viewing behavior, and vice-versa
“As technology changes the marketing environment, it’s critical for us to understand the interplay among all media, and the TiVo/Quantcast cross-platform media analysis is a significant step in understanding the relationship between TV and the Internet for advertisers,” said Elizabeth Herbst-Brady President of MAGNA, a division of IPG’s Mediabrands. “We are thrilled to see these two innovative companies partner together and will enthusiastically take the offering to our clients.”
The single-source cross platform media analysis solution is expected to launch this summer.
About TiVo Inc.
Founded in 1997, TiVo Inc. (Nasdaq: TIVO – News) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at www.tivo.com and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite, and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo’s intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry.
TiVo, ‘TiVo, TV your way.’, Season Pass, WishList, TiVoToGo, Stop||Watch, Power||Watch, and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2009 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.