Viacom Will Tap TiVo Data For Advertisers

TiVo's over-the-air OTA DVR

Viacom and TiVo have entered into a strategic partnership that will have the entertainment company using TiVo set-top box viewers data to help advertisers place commercials in more precise fashion along its various cable networks.

“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,” said Frank Foster, senior vice president and general manager of TiVo Research, said in a prepared statement.

The alliance is the first of its sort for TiVo with a media company, the technology company said.

Viacom has in recent months burnished “Viacom Vantage,” a technology service that is available to certain advertisers and allows the sponsor to use a Viacom distillation of data from a bevy of sources to hone in on a particular kind of consumer, and then buy ads in a way to make sure the commercials are placed in front of that target.

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  1. Steven K says:

    I thought at first this was just TiVo data but I looked at a couple more sites that are covering this release and it’s not just TiVo data … TiVo research has many other cable operators data. Plus a single source 2.3M household panel. Take that Nielsen!

  2. Mike E says:

    Targeting on television is a relatively new phenomenon but it has been around for a few years. What’s interesting to me about this TiVo and Viacom partnership is the promise of figuring out if the ads work! Really cool.

  3. Dunstan says:

    Every year, with great regularity, someone trots out yet another way to allegedly target consumers more effectively via television advertising. Guess what? It never works and it never will work. People simply don’t want to see ads. I have them blocked on my computer across all websites and for television, I either mute the sound, change the channel or leave the room.

    I’m so glad I have neither pay TV nor a TIVO. Special note to Madison Avenue: put your heads between your legs and kiss your collective behinds (and your targeting schemes) good bye.

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