Tivo enters into cooperation with Google
Tivo, manufacturer of the most widely used hard disk set-top box in the USA, has announced a cooperation with the internet company Google. According to the company, the aim of the partnership is to improve the measurability of TV advertising.
By analyzing the usage data of the digital video recorder (DVR) down to the second, it should be possible in future to track to the second whether and when the TV audience sees commercials that are displayed by Tivo on the Google TV Ads platform. "The agreement stipulates that Google will license and integrate Tivo viewer data into its measurement of the audience of advertisements carried out via Google TV Ads", according to Pressetext.ch in a joint press release. However, further details of the agreement were not disclosed. They are convinced that this approach will lead to a "substantial improvement in the measurement and attribution" of the impact of advertising clips displayed via Google TV Ads.
Qualitative and financial benefits for advertisers
"Google TV Ads focuses on giving advertisers the opportunity to make their ads more measurable and controllable," explains Mike Steib, Director of Emerging Platforms at Google. With the help of this cooperation, they now have access to an incredibly comprehensive data set of anonymized viewer data. "Advertisers can use this data to better understand which audiences and ads are most effective, which we believe will ultimately lead to more relevant ads for TV viewers," explains Steib.
The collaboration between Tivo and Google should not only bring qualitative but also financial benefits for the TV advertising industry. According to the two companies, the industry could soon be spared the need to engage market research institutes, which until now could only rely on cost-intensive studies such as surveys, panels or other samples in order to gain a reasonably meaningful insight into the effectiveness of TV advertising.
Qualitative and financial benefits for advertisers
"Google TV Ads focuses on giving advertisers the opportunity to make their ads more measurable and controllable," explains Mike Steib, Director of Emerging Platforms at Google. With the help of this cooperation, they now have access to an incredibly comprehensive data set of anonymized viewer data. "Advertisers can use this data to better understand which audiences and ads are most effective, which we believe will ultimately lead to more relevant ads for TV viewers," explains Steib.
The collaboration between Tivo and Google should not only bring qualitative but also financial benefits for the TV advertising industry. According to the two companies, the industry could soon be spared the need to engage market research institutes, which until now could only rely on cost-intensive studies such as surveys, panels or other samples in order to gain a reasonably meaningful insight into the effectiveness of TV advertising.
