TiVo Research, the cross-media research, measurement and analytics company and Cadent, a provider of media, advertising technology and data solutions for the pay-TV industry, have created an enhanced TV targeting solution for advertisers. The new offering enables marketers to go beyond age and gender to reach specific audiences, in an anonymous, privacy-protected manner.
Using anonymised, single-source data from TiVo Research, Cadent can optimise TV campaigns across networks and dayparts to deliver impressions against a brand’s strategic target. Modi Media is the first client to use this joint offering to extend the footprint of their addressable TV campaigns.
This new TV solution is powered by TiVo Research’s 2.3 million household sample, comprising of second-by-second set-top box data from TiVo and six other TV providers. The aggregated and anonymised TV data, married with first and third party data sources, allows Cadent to help marketers build campaigns that more effectively reach high indexing audiences and strategic targets. The resulting plans are then delivered across Cadent’s national footprint of 80 million households in the US.
For example, using the joint solution, a travel and booking company is able to focus its spend on adults, age 25-54, with a household income of over $75k, who have taken at least one domestic trip in the last 12 months, and are categorised as adventurous and interested in arts and culture.
“The application of TiVo Research’s set-top box data aligned with third party data sets will enable meaningful audience targeting across Cadent’s network portfolio,” said Mike Bologna, President of Modi Media. “This is another step towards our commitment to deliver targeted television solutions at scale.”
“TiVo Research is excited to offer such a dynamic TV targeting solution,” said Tara Maitra, GM and SVP, Content and TiVo Research. “By enriching the data for specific media buys we are helping advertisers eliminate waste and increase ROI.”
“Our collaboration with TiVo Research expands our ability to help our customers reach specific audiences across our national footprint,” said Nick Troiano, CEO of Cadent. “Working with Modi to utilise this solution is a great example of how we are engaging with our partners on a deeper level to help them achieve real and measurable goals with advanced advertising.”