Discovery agrees audience targeting deal with TiVo

Discovery has signed a multi-year product deal with TiVo that will see it use TiVo’s ‘Audience Works for Marketing’ end-to-end inventory management suite.

The product suite is designed to help users efficiently find and target new, lapsed, intermittent and prospective viewers with a view to increasing overall viewing and consumer loyalty.

Discovery will also use audience and analytics reports from TiVo’s Targeted Audience Delivery (TAD) platform. These provide information about what shows an audience viewed and is predicted to view.

“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, advanced media and advertising, TiVo.

“Discovery Communications 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.”