• by Charlene Weisler , Op-Ed Contributor, March 1, 2022

The race for a more efficient way to measure media continues with TiVo’s announcement of Tivo Xtend  which, according to Daniel Heelan, director of product marketing at TiVo, is a suite of personalization tools that links content choices with segmentations and dynamic advertising.

Charlene Weisler: What are the components of TiVo Xtend?                            

Daniel Heelan:. The key features of the suite include TiVo Xtend Data: deterministic, first-party viewership data to identify who has seen your content or advertisements;  TiVo Xtend Audiences: custom or pre-built audience segments, scaled and tested for precise targeting on PC, tablet and mobile; TiVo Xtend CTV: Premium CTV inventory layered with Xtend Audiences to add incremental reach and frequency to linear; and TiVo Xtend Dynamic Ads: dynamic, clickable ads placed within native TiVo Guides to promote content to relevant and engaged audiences.

Weisler: Why was it developed?

Heelan: As TV consumption shifts away from broadcast and towards OTT and VOD, advertisers are seeing their reach decline from traditional TV buys. TiVo Xtend seamlessly bridges the gap between linear and digital, allowing advertisers to understand how audiences are engaging with their TV campaigns.

Weisler: What industry challenges will it solve for -- and how?

Heelan: We aim to solve for the full range of brand, agency, ay-tech platform and broadcaster challenges. They struggle with access to reliable & accurate TV data, understanding TV viewership behavior, reaching targets amid fragmentation, optimizing cross-channel campaigns, measuring campaign performance, and privacy compliance regulations.

Weisler: What data is used?

Heelan: TiVo Xtend is powered by our first-party deterministic linear set-top-box TV viewership data. Our end-to-end suite of dynamic solutions enable marketers to better understand the audiences that they are reaching, extend the reach and frequency of their campaigns, and drive more impact with campaigns that deliver desired results.

Weisler: What metrics are used?

Heelan: We offer all of the following: linear TV ad exposures, linear TV program tune-in, reach & frequency, incremental reach, digital retargeting and cross-screen optimization.

Weisler: What has been the client reaction so far?

Heelan: We have yet to fully publicize the product, but have begun teasing it with existing clients.

Weisler: How do you see it working for the industry going forward?

Heelan: Advertisers can boost their brand, drive more impact and achieve better results with a complete suite of omniscreen advertising solutions. With TiVo Xtend, advertisers can digitally retarget their audience to add reach and frequency to their campaigns, as well as measure performance to optimize new ad strategies.