When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo\u2019s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights.<\/p>\n

\u201cSo when we first came in we took this decision that said set-top data must move at the speed of digital,\u201d says Walt Horstman, TiVo\u2019s SVP, GM, Advanced Media & Advertising. That meant \u201cin a matter of seconds.\u201d<\/p>\n

The underlying motivation, Horstman explains in this interview at last week\u2019s Beet Retreat in the City<\/a>: \u201cWe\u2019re in the golden age of TV, but we\u2019re also in the golden age of TV data.\u201d<\/p>\n

Now advertisers and media companies \u201ctruly can understand how TV advertising changes consumer behavior,\u201d he says in response to a question from Ashley J. Swartz, CEO of Furious Corp.<\/a><\/p>\n

This means \u201cNo longer using proxies, no longer using correlation metrics, but truly in a deterministic fashion understand how we can change consumer behavior through TV advertising, and that\u2019s what\u2019s really exciting,\u201d says Horstman<\/a>.<\/p>\n

What\u2019s gratifying to see on the buy-side is that the siloes between TV planners\/buyers and digital planners\/buyers \u201care really coming down. We are now using TV data with digital planners, analytics folks at agencies or brands.\u201d<\/p>\n

He says the “real momentum” is reflected in the realization that everyone needs to comprehend how TV and any kind of digital campaign work together.<\/p>\n

\u201cIt\u2019s all about integrating the effectiveness, the targeting, the measurement and understanding the impact of TV on digital campaigns and vice versa,\u201d Horstman says.<\/p>\n

In addition to bulking up on viewing data, TiVo has been advancing the cause of deeper audience engagement with its Personalized Content Discovery Platform<\/a>, which groups viewers’ favorite shows, genres, interests\u2014even actors and directors\u2014into personalized carousels.<\/p>\n

\u201cWe\u2019ve given the consumer everything they ever wanted, which is all the content available on demand on any device. That has created a challenge for the consumer because it\u2019s harder to find things.\u201d<\/p>\n

Content recommendation drives longer engagement, \u201cwhich of course increases more advertising units, more monetization,\u201d Horstman says.<\/p>\n

Among the insights derived from the Personalized Content Discovery Platform is that from Monday through Friday of a typical week, \u201cconsumers are much more focused on watching what they\u2019ve currently been watching, catching up with whatever their favorite shows are.\u201d<\/p>\n

Conversely, on weekends people are \u201cmuch more interested in exploration of a broader set of offerings, and that\u2019s where we can expand catalog consumption either for a content provider or for a service provider.\u201d<\/p>\n

An overarching goal is to keep people in the ad-supported TV environment.<\/p>\n

\u201cAs we know, the biggest advertiser on television is television. And so we\u2019re starting to bridge that story between personalized recommendations with also marketing content and merchandising in the same offering,\u201d Horstman says.<\/p>\n

This video was produced at the Beet Retreat in City & Town Hall<\/a> on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo\u2019s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights. \u201cSo when we first […]<\/p>\n","protected":false},"author":17,"featured_media":53215,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7289,7299],"tags":[2981,3284,5088,5092,5143,5883,6730,7265,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53196"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=53196"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53196\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/53215"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=53196"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=53196"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=53196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}