TVSquared team with TiVo for deterministic attribution
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Editor
| 14 February 2019

Attributable advertising has been tipped as key trend for online video in 2019 and to bring deterministic TV viewership data to its ADvantage platform, TVSquared has entered into a partnership with TiVo.

TVSquared ADvantage is designed to measure 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. Moreover, it feels that by understanding the actual “who” behind TV-driven response, advertisers can get a deeper layer of information about response patterns and the linear and DVR viewing habits of their target audiences.

The company believes that by incorporating TiVo’s television viewership data within the analytics platform allows its customers to tie TV-driven response and conversions directly to the household level.

“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% of its business – all from one platform,” explained TVSquared CEO and founder Calum Smeaton. “Partnering with TiVo was an easy choice for us, as its panel data has the highest match rate in the industry.”

Added TiVo senior vice president and general manager, advanced media and advertising Walt Horstman: “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 unrivalled look into how linear and non-linear TV contributes to bottom-line business benefits.”