New TiVo tool to enhance ad effectiveness

TiVo has made a deal to acquire TRA (The Right Audience), creator of the largest global database linking what certain households watch and buy.

The investment by TiVo is thought to be worth around $20 million. TRA’s technology will allow the DVR company to produce better-targeted and more relevant ads for its viewers.

Tom Rogers, CEO of TiVo said: “In the digital realm you measure click by click and get increasingly granular information.

“This kind of metric has not developed well in the television space before now.

“With this new level of unique audience insights and analytics, TiVo will be able to provide insights nobody else has in an industry increasingly seeking alternative ways to measure audience behaviour accurately while increasing efficiencies in media spending.”

Mark Lieberman, TRA chairman added: “TiVo has been a valued investor and data partner of TRA for several years, making this combination a natural next step for TRA.

“TiVo understands that the existing measurement tools, which haven’t kept up with advances in technology, just don’t get the job done.

“We share TiVo’s vision and prescription for the future of measurement and are eager to continue providing world class solutions to the industry.”

TRA data, which is accrued from 1.5 million set-top boxes, anonymously assesses specific purchases made by households alongside television viewing habits.

According to Videonet, the purchase of TRA will “create a powerful combination of insights that will offer the TV advertising industry internet-level measurement and accountability”.

Plans have been put forward by TRA to expand its operations in the wake of the TiVo deal. Existing clients include CBS, ION Media and Procter & Gamble.