TiVo Looks to Bridge Gap Between Linear TV and Streaming

TiVo Feb. 28 announced the launch of TiVo Xtend, a platform of advertising software aimed at bridging the gap between linear TV and streaming via TV viewership data.

Ad-supported VOD and free ad-supported streaming television (or FAST) aims to deliver free content to viewers while subjecting them to targeted commercials.

As TV consumption shifts away from linear and toward OTT and VOD, advertisers are seeing their reach decline from traditional TV buys. TiVo’s new software is designed to allow advertisers to understand how audiences are engaging with their TV campaigns.

TiVo, which created the original DVR in 1999, continues to redefine home entertainment distribution with technology that focuses on personalization and making it easier to find and watch content. As a real-time data provider, TiVo claims to enable brands, agencies, programmers, publishers, platforms and measurement firms to integrate TiVo’s viewership and TV ad exposure data into their planning, measurement and attribution products and services.

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“With TiVo Xtend, advertisers can deliver incremental reach with their CTV campaigns and drive more impactful results,” Walt Horstman, SVP of monetization at TiVo, said in a statement. “Powered by our linear-TV viewership data, the [software] suite enables marketers to optimize outcomes for integrated campaign initiatives. The integration of our behavioral data will enhance the effectiveness of audience creation and targeted CTV placement.”

Key TiVo Xtend features include:

  • TiVo Xtend Data: Deterministic, first-party viewership data to identify who has or has not tuned into programming or seen a message from a brand or its competitor(s).
  • TiVo Xtend Audiences: Custom or pre-built programmatic audience segments, scaled and tested for precise digital targeting on CTV, PC, tablet and mobile.
  • TiVo Xtend CTV: Premium CTV inventory layered with Xtend or custom audiences to add incremental reach and frequency to linear across 40 million households.
  • TiVo Xtend Dynamic Ads: Dynamic, clickable ads placed within native TiVo Guides to promote content to relevant and engaged audiences.

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