A Pair of Omni-Screen Ad Initiatives Are Born

How vital is it for marketers to “bridge the gap” between linear television and streaming?

Just ask HDRadio and Tivo parent Xperi Corp., and a cross-channel TV advertising firm that has planned and executed successful TV campaigns for hundreds of brands.

Xperi’s TiVo division has launched “a suite of end-to-end advertising solutions built on the foundation of TiVo’s first-party deterministic TV viewership data.”

It’s being marketed as TiVo Xtend, and is designed to allow advertisers to understand how audiences are engaging with their TV campaign by looking at OTT and Video on Demand platforms.

“With TiVo Xtend, advertisers can deliver incremental reach with their CTV campaigns and drive more impactful results,” brags Walt Horstman, TiVo’s SVP of Monetization. “Powered by our linear TV viewership data, the end-to-end TiVo Xtend suite enables marketers to optimize outcomes for integrated campaign initiatives using the power of first-party data. The integration of our behavioral data will enhance the effectiveness of audience creation and targeted CTV placement.”

Key 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.

Meanwhile, Simulmedia on Monday shared details on the launch of its “TV+ Partner Program,” which it says offers an open platform “that leverages best-in-class targeting, measurement and attribution capabilities to deliver a seamless, automated end-to-end solution for truly cross-channel TV advertising.”

While that’s a lot of marketing language sugar-coating the basic facts, Simulmedia can take stock in welcoming TransUnion, TVSquared and iSpot as inaugural members — a big boost for the nascent program. “Through these partnerships, Simulmedia’s TV+ clients can unlock access to a broader data set for targeting and measurement to better align with their business objectives,” the company explains.

Matt Spiegel, EVP of Media & Entertainment Vertical at TransUnion, comments, “Scalable and consistent audience targeting is critical as advertisers deploy dollars across the increasingly fragmented and omnichannel TV ecosystem. The TV+ platform’s access to the TruAudience Data Marketplace gives marketers the ability to engage their target audience regardless of network or show.”

Simulmedia notes that thanks to these partnerships and Simulmedia’s data-driven approach, patented technology and direct cross-channel integrations, the TV+ platform allows advertisers to execute and measure campaigns in a unified manner that reflects how viewers actually watch and stream television today.