TiVo and Quantcast announce Single-Source Audience Analysis platform
TiVo Inc., 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(TM) 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.”