TVSquared, a specilaist in TV attribution, has partnered with TiVo to bring deterministic TV viewership data to its ADvantage platform. Incorporating TiVo’s television viewership data within the analytics platform allows TVSquared customers to tie TV-driven response and conversions directly to the household level.
TVSquared ADvantage measures the immediate and longer-term impact of TV spots, quantifying response by day, daypart, programme, network, genre, creative, audience segment and now, households. Advertisers can attribute TV-driven response down to the individual, and analyse engagement at the DMA or zone level.
By understanding the actual “who” behind TV-driven response, advertisers get a deeper layer of information about response patterns and the linear and DVR viewing habits of their target audiences. With those insights, they can continually optimize spend, realise optimal reach and frequency, and retarget digital ads for more effective, cohesive media experiences.
Calum Smeaton, CEO and founder, TVSquared said: “TVSquared’s technology uncovers the short- and long-term magnitude of TV campaigns. With the addition of deterministic data, which details TV’s effectiveness at the household level, our hybrid approach to attribution shows an advertiser how TV impacts 100 per cent of its business – all from one platform. Partnering with TiVo was an easy choice for us, as its panel data has the highest match rate in the industry.”
Walt Horstman, senior vice president and general manager, Advanced Media and Advertising, TiVo: “TiVo’s TV Viewership Data provides the most authoritative dataset across our rapidly growing audience. Our partnership with TVSquared expands upon our capabilities to provide advertisers with an unprecedented and unrivaled look into how linear and non-linear TV contributes to bottom-line business benefits.”