This was geared towards the MVPD’s two minutes per hour. This passion is now being applied to TiVo’s national broadcast and cable inventory. “The industry has been looking for an automated solution to use advanced audience data at scale across national broadcast and cable premium inventory,” he added.
Charlene Weisler: What
is your strategy going forward in your new job at TiVo?
Walt Horstman: After Rovi’s acquisition of TiVo last year,
the company collectively focused on a strategy of using our relationships with
MVPDs to build a very robust set of set top box data and that is a significant
development strategy of the merged companies. That is because TiVo has a number
of devices in market and also relationships with MVPDs. Rovi has a number of
relationships through the guides business with a number of MVPDs. With the
growth in the industry of advanced audience data and analytics measurement, we
believe that there is a significant opportunity to collect this data, make it
nationalized for use in the ecosystem in a number of new ways. That is a big
foundational part of our strategy and goals for the future.
Charlene Weisler: I
recently attended the Cynopsis Data and Measurement conference where they asked the question - How soon do you think we will get to a
unified measurement for cross platform? I was surprised that 60% reported
“never.” What do you think?
Walt Horstman: Really? Never? I am optimistic but it is a
process. It will continue to get more efficient as we move through this
together as an industry. It is not as if there is a choice not to have a
unified measurement. The industry is, in fact, demanding this from both the
sellers’ point of view and the agencies’ and brands’ point of view. We now have
this robust pool of people-based deterministically matched households, which
allows us to match those datasets against other platforms, whether it be mobile
or tablets or non-linear video. I think this is a matter of having enough data
from the linear TV side and then really start building the relationships across
the advertising landscape to match it across other platforms. We will get there
and we are starting to get into cross-platform combined planning, which becomes
complex especially when we get into truly measuring reach and frequency
holistically. We have more data than we ever had before and better technology
applications to execute against it.
Charlene Weisler: What
might the metric be to bridge it all together?
Walt Horstman: We’re going to see the metrics we are using
now in linear TV become the standard. These are the advanced audience datasets
that are matched against behavioral characteristics, as well as first-party
data, which is a very big growth part of the business. If we take the
first-party data scenario, we can apply the data in different fashions
depending on the targetability of the underlying inventories. Currently, in
linear TV, we target based on concentration down to the program level. In a
unicast video environment, we can do direct one-to-one targeting. And of
course, in digital or mobile, the same applies because it is a unicast
targeting platform.
Charlene Weisler: What
are some of the data applications being done now?
Walt Horstman: We have put a strategy in place that has a
data layer, a software application layer and a business intelligence and analytics
layer. Through this three layer stack we have assembled a best-in-class
advanced advertising platform. With this platform we go to market and solve two
fundamental challenges in the media industry – the first is to drive audience
loyalty in the ecosystem. The data is used for promotional advertising, for
program recommendation, and for advanced search capabilities – all of which
drives audience loyalty within the premium inventory ecosystem. With that loyal
audience, we have the second use case; to increase ad sales inventory value
using advanced audience analytical data and improving the targeting and
effectiveness of the campaigns. This application is both for agencies and
brands and guaranteeing the delivery of the advanced audience against this
premium inventory.
Charlene Weisler: Where
do you see TiVo and data ecosystem three years from now?
Walt Horstman: By 2020, the majority of TV inventory will be
executed using advanced audience dataset through its targeting and delivery
requirements. That is where I see us in the ecosystem. I think we will see a
great deal of scale at using a similar dataset across multiple media channels
and a collapsing of the silos between different platforms in how they are
targeted and measured. For TiVo we will be the leading provider as well as
software application company in applying advanced datasets to TV and premium video
inventory.
This article first appeared in www.Mediapost.com
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