Entertainment technology and audience insights specialist TiVo and Discovery Communications have entered into a multi-year product agreement.

Discovery Communications selected TiVo’s Audience Works for Marketing, 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 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 its 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.

“We’ve selected TiVo’s data-driven initiatives to provide the intelligence and insights to help us make better informed business decisions and to drive viewership across Discovery’s portfolio of networks,” said Seth Goren, senior vice president, Media Strategy & Analytics, Discovery Communications.

“We are pleased to be working with Discovery Communications to deliver on the promise of advanced audience targeting and automated campaign execution for their network TV inventory,” said Walt Horstman, senior vice president and general manager, Advanced Media and Advertising, TiVo. “Discovery Communications has taken a leadership position in the industry to drive the adoption of advanced, data-driven TV planning and optimisation to increase the effectiveness of their inventory.”

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