TiVo, Quantcast partner for audience analysis across TV, Internet
Fresh off its DVR patent win over Dish Network earlier this month (story here), TiVo announced today that is has entered into a partnership with Quantcast to provide advertisers and media companies with a cross-platform audience analysis offering, 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 ends tomorrow.
The two companies said the differentiator of their new cross-platform offering is the size of the available households, which is 35,000. The joint platform uses TiVo's Power||Watch ratings panel and Quantcast’s direct measurement offering to evaluate advertising effectiveness, cross-platform media consumption and programming affinity by producing TV and online media consumption and activity reports.
TiVo's Power||Watch ratings service delivers second-by-second program and commercial ratings data, with demographic segmentations for 35,000 TiVo households that have volunteered to take part in a "passive" consumer panel.
Quantcast technologies have been adopted in the marketplace to interpret audiences for more than 10 million Web destinations and enable media companies and marketers to directly measure activity across brand Web sites and online advertising campaigns.
By creating an anonymously joined sample, TiVo and Quantcast hope to provide marketers with the ability to control and self-define the actions against which to evaluate media consumption, and with a sample large enough to deliver actionable insights.
"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 and general manager of TiVo audience research and 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.
“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."
Financial terms of the partnership weren’t available.
According to a story by Bloomberg yesterday, TiVo is planning on leveraging its June 2 digital-recording patent win over Dish Network to get into other pay-TV providers’ systems across the nation.
Bloomberg said TiVo is in talks to sell its DVR recording functionality and interface to other video providers. After years of prep work, TiVo has deployments in place with Comcast (story here) and is also working on a deal with Time Warner Cable. Last year, Cox Communications said it was conducting trials with TiVo.
Bloomberg said TiVo has also struck a deal with DirecTV.