VideoAmp is partnering with TiVo (NASDAQ:TIVO) to advance its practice of commingling TV viewership data from smart TVs (ACR) with the same sort of data from cable and satellite set-top boxes. The expanded data set is intended to extend VideoAmp's TV Viewership data pool to cover 25 million devices in 19 million U.S. households to give marketers and media owners cross-screen media planning, measurement, and optimization capabilities, bolstered by device-level viewership data and audience insights from participating multichannel video programming distributors (MVPDs), TV and DVR manufacturers.
VideoAmp uses commingled TV viewership data to map households to privacy-protected digital identity and advertising exposure data to model a nationwide, cross-screen audience to provide transparency and accountability to the media and marketing ecosystem. It's intended to help marketers target, engage, and measure in-market audiences across all TV, OTT and video screens. It's also intended to help media owners analyze, package, and price audiences more effectively.
"This new relationship with TiVo will allow our data to cover a huge number of households and devices, giving marketers and media owners the opportunity to leverage this crucial insight as they come under increased pressure to show value for marketing dollars," said Randy Laughlin, SVP of business development at VideoAmp.
"We are excited to be working with VideoAmp to help pioneer the future of television and cross-screen video advertising," said Walt Horstman, SVP/GM of data and advertising, TiVo. "We believe our nationally representative and highly accurate viewership data enables unified planning, activation and measurement for marketers and media owners alike. Together, we hope to dramatically improve the advertising experience for consumers across all screens."
"Historic data sets assume that there is only one TV in each household, which is no longer the case, and gives marketers an inaccurate picture of consumer behavior," said Laughlin. "With consumers accessing content on a variety of devices in different rooms, commingling the data from a variety of sources - including TiVo - allows us to see where the data overlaps and identify individual devices to understand what viewership really looks like."
"CIMM has long supported integration of set-top box data with smart TV data to enable a more holistic view of the television audience universe and mitigate the limitations inherent in both data sets by combining the two," said Jane Clarke, CEO and MD of The Coalition For Innovative Media Measurement (CIMM). "We welcome the efforts by VideoAmp to advance such integration and help bring media buyers and sellers a step closer to the larger and more complete data samples needed for true cross-platform measurement."
VideoAmp's data modeling is intended to help ecosystem parties to bridge the silos between TV, OTT, and digital video.