Discovery Communications has put its stamp of approval on a multi-year product agreement with TiVo Corporation for TiVo’s Audience Works for Marketing.
The tool is described as “an end-to-end inventory management and execution product suite that enables the company to drive ratings and viewership through audience-driven on-air promotions and cross-channel media plans.”
The product suite, TiVo says, “is designed to allow Discovery to improve the process of efficiently finding and targeting new, lapsed, intermittent and prospective viewers to increase overall viewership of it’s portfolio of networks and drive consumer loyalty.”
The partnership also includes the use of audience and analytics reports, which provides viewership information from TiVo’s Targeted Audience Delivery (TAD) platform to better inform users about what particular shows their audiences viewed and are predicted to view.
“The Tivo product suite represents a key strategic shift to take our promo planning into the world of the future,” said Seth Goren, SVP of Media Strategy & Analytics at Discovery Communications. “Through the use of predictive analytics and individual viewer probabilities, we can now take a truly audience-based approach to our allocation strategies and better achieve our goals of increased loyalty and engagement.”
TiVo provides advanced data-driven software and personalized search and recommendation solutions designed for media companies to increase their audience’s loyalty and engagement and to improve their inventory’s value and targeting across both linear and non-linear video properties.