Discovery Communications has selected TiVo’s Audience Works for Marketing, an end-to-end inventory management and execution product suite that enables the company to drive ratings and viewership through audience-driven on-air promotions and cross-channel media plans. The solution will help Discovery find and target new, lapsed, intermittent and prospective viewers and should increase overall viewership of its networks and drive consumer loyalty.
The multi-year product agreement includes the use of audience and analytics reports, which provide viewership information from TiVo’s Targeted Audience Delivery (TAD) platform. This will inform the broadcast group about which particular shows its audiences viewed and are predicted to view.
“We’ve selected TiVo’s data-driven initiatives to provide the intelligence and insights to help us make better informed business decisions and to drive viewership across Discovery’s portfolio of networks,” confirms Seth Goren, Senior Vice President, Media Strategy & Analytics at Discovery Communications.
Walt Horstman, Senior VP and GM for Advanced Media and Advertising at TiVo, adds: “We are pleased to be working with Discovery Communications to deliver on the promise of advanced audience targeting and automated campaign execution for their network TV inventory. Discovery has taken a leadership position in the industry to drive the adoption of advanced, data-driven TV planning and optimisation to increase the effectiveness of their inventory.”
