TiVo has entered into an audience research agreement with Google whereby Google will license and integrate TiVo television viewing data into its measurement of audiences for advertisements sold through Google TV Ads platform.
This deal will enable Google TV Ads to draw on anonymous, second-by-second DVR viewing data from TiVo’s stand-alone subscribers to substantially enhance the measurement and accountability of ad impressions for inventory sold using the Google TV Ads auction-based system. The TiVo sample covers all television signal sources including digital cable, analog cable, satellite, telecom and over-the-air television, in live and timeshifted viewing.
“Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively,” said Mike Steib, Google’s Director of Emerging Platforms. “This deal with TiVo will give advertisers access to even more anonymized viewership data, making Google’s dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers.”
Google TV Ads is a flexible, all-digital system for buying more accountable and measurable TV advertising. The system allows advertisers to reach up to 96 million households. With accurate audience measurement and innovative ways to place ad spots, Google TV Ads allows advertisers to do more with less. Since launching in 2007, Google TV Ads has served over 100 billion TV ad impressions.
The move will certainly hit the radar screen of the Coalition for Innovative Media Measurement (CIMM), which aims to fund new approaches to TV audience measurement. TiVo, Nielsen, Rentrak and TNS Media Research are providing info and proposals to CIMM, which is made up of group of media companies, agencies and advertisers.
The deal is limited only to the measurement of ads sold through Google TV Ads and is only available to advertisers for specifically-purchased ad placements. It’s not affiliated with TiVo’s proprietary audience research products including the Stop||Watch ratings service, Power||Watch ratings service, True Targets data, Power||Watch for Quantcast, and Stop||Watch Local Markets.
