Discovery Communications has a new multiyear deal with TiVo for the company’s Audience Works for Marketing, which Discovery intends to use for audience-driven on-air promotions and cross-channel media plans.
Discovery hopes to target “new, lapsed, intermittent and prospective viewers” through use of TiVo’s product suite. Discovery will also take up TiVo’s audience and analytics reports, which provide viewership information from TiVo’s Targeted Audience Delivery (TAD) platform.
“The TiVo product suite represents a key strategic shift to take our promo planning into the world of the future. Through the use of predictive analytics and individual viewer probabilities, we can now take a truly audience-based approach to our allocation strategies and better achieve our goals of increased loyalty and engagement,” said Seth Goren, senior vice president of Media Strategy and Analytics at Discovery Communications, in a statement.
“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,” said Walt Horstman, senior vice president and general manager of Advanced Media and Advertising at TiVo, in a statement. “Discovery Communications has taken a leadership position in the industry to drive the adoption of advanced, data-driven TV planning and optimization to increase the effectiveness of their inventory.”
Earlier this year, TiVo signed a more overarching deal with HBO, giving the premium network access to its patent portfolios and the over-the-top assets of the Intellectual Ventures patent portfolio.
“Our license agreement with HBO reinforces the value our innovative patent portfolios deliver to the OTT industry as we continue helping companies quickly adapt to a rapidly changing and fragmented media industry,” said Samir Armaly, executive vice president of intellectual property and licensing at Rovi Corporation, a TiVo company, in a statement.