Neustar Integrates TiVo TV Viewership Data into Multi-Touch Attribution Models

By STS News Desk On Apr 30, 2019

Neustar Integrates TiVo TV Viewership Data into Multi-Touch Attribution Models

Neustar’s collaboration with TiVo adds to the rapidly expanding capability of the company to bring precision to TV Viewership measurement for brand advertisers.

Neustar®, Inc. and TiVo Corporation, a global leader in entertainment technology and audience insights, have 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 is a trusted, neutral provider of real-time information services and the leader in trusted customer identity and marketing analytics solutions for Fortune 500 brands.

Connect Individual TV Viewing Behavior to Cross-Device Media Exposure

“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.

Marketers to Enjoy the Most Authoritative Audience Dataset for TV Advertising

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.