Neustar®,
Inc., a trusted, neutral provider of real-time information services and
the leader in trusted customer identity and marketing analytics
solutions for Fortune 500 brands, and TiVo
Corporation (NASDAQ: TIVO), a global leader in entertainment
technology and audience insights, today announced that TiVo’s TV
viewership data, which reaches across all 210 national designated
market areas (DMAs) and millions of households, will now be available in
the Neustar Multi-Touch
Attribution and Unified Marketing Analytics solutions.
Neustar’s collaboration with TiVo adds to the rapidly expanding
capability of the company to bring precision to TV measurement for brand
advertisers.
“As the world of television is rapidly changing, it’s essential that we
not only bring transparency to TV measurement but also help to build a
different standard for it,” said Neustar General Manager and Vice
President for Marketing Solutions Michael Schoen. “With TiVo’s data, we
are able to better provide granular TV insight that enables us to help
our clients make better decisions about where to allocate their next
marketing dollar.”
This next-generation tool for unified marketing measurement sets a new
standard in the rapidly changing marketing landscape, ensuring that
marketers are maximizing their business results and proving marketing’s
contribution to revenue at every opportunity.
The inclusion of TiVo’s deterministic, TV exposure data from both its
own set-top boxes (STB) and third parties will allow advertisers to
compare the efficacy of both TV and digital investments together to make
more insightful budgeting decisions. With this data integration,
advertisers now can gain insight into the effectiveness of ad exposures
including delayed viewing, along with general audience viewing behavior.
Ultimately, advertisers are able to ascertain what drove greater ROI by
measuring across networks, daypart, programs and creatives.
Walt Horstman, senior vice president and general manager, Advanced Media
and Advertising, TiVo, said, “TiVo’s TV viewership data provides
partners, like Neustar, with the industry’s most authoritative audience
dataset that offers marketers with an unparalleled view to power media
planning and buying.”
The combined partnership will help break down the fragmented view most
advertisers struggle with when measuring the efficacy of their media
investments, and connect individual TV viewing behavior to cross-device
media exposure. For example, an automotive advertiser could analyze
whether exposure to a TV commercial resulted in incremental foot traffic
to its dealership. In doing so, advertisers will have a much better
understanding of their media mix performance and can pinpoint exactly
which combinations of TV and digital resulted in the most desired
outcome.
The Neustar Marketshare unified
marketing analytics solution offers advertisers a guide to strategic
and tactical planning decisions, as well as trade-off scenarios for
allocations – predictively – across products, markets, segments, tactics
and channels. It takes into consideration both the offline marketing
tactics and the non-media drivers (e.g., weather, economy, pricing,
competitor actions, etc.) to provide a holistic customer view that helps
clients examine the true business value of their marketing performance.
Neustar Marketing Solutions leverages customer identity to provide
Fortune 500 brands with a unified, persistent and accurate view of their
customers, enabling better marketing experiences and superior marketing
analytics. More information is available at https://marketing.neustar.
About Neustar
Neustar, Inc. is a leading global information services provider driving
the connected world forward with responsible identity resolution. As a
company built on a foundation of Privacy by Design, Neustar is depended
upon by the world’s largest corporations to help grow, guard and guide
their businesses with the most complete understanding of how to connect
people, places and things. Neustar’s unique, accurate and real-time
identity system, continuously corroborated through billions of
transactions, empowers critical decisions across our clients’ enterprise
needs. More information is available at https://www.home.neustar.
About TiVo
TiVo Corporation (NASDAQ: TIVO) is a global leader in entertainment
technology and audience insights. From the interactive program guide to
the DVR, TiVo delivers innovative products and licensable technologies
that revolutionize how people find content across a changing media
landscape. TiVo enables the world’s leading media and entertainment
providers to deliver the ultimate entertainment experience. Explore the
next generation of entertainment at business.tivo.com
or follow us on Twitter @tivoforbusiness.
TiVo and the TiVo logo are registered trademarks of TiVo Corporation
and its subsidiaries worldwide.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190425005211/en/