4A's SET TOP BOX SURVEY RESULTS - American Association of ...

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TiVo has an Ad Sales division devoted entirely to interactive advertising. Through TiVo’s Emmy Award winning portal subscribers have the option to interact with various advertisers, watch videos, learn about their products and request additional information (i.e. coupons). More information on the Ad Sales division is available upon request. National network television – Yes. Spot broadcast television – In three local markets – San Francisco, Orlando and Tucson. National cable television – Yes. Spot cable television – In three local markets – San Francisco, Orlando and Tucson. Satellite television – We do not isolate satellite viewership. Syndicated television – Syndicated data is only available in our local markets. Internet-delivered video (e.g., Apple TV, Google TV, Roku, etc.) – We offer a HUT viewing chart that aggregates all over-the-top viewing broken out by streaming and download. A sample of the chart is available on request. Other (Please list) Alex Petrilli, Jr. Senior Manager, Audience Research TiVo Inc. 2160 Gold Street, PO Box 2160 Alviso, CA 95002-2160 (w) (408) 914-9776 (c) (650) 291-2492 34
TRA Bill Harvey Co-Founder, Vice Chairman and Chief Research Officer E-mail: bill@traglobal.com Phone: (212) 796-0352 TRA is a technology based research and analytics company currently serving 45 of the top 100 CPG brands on TV and 5 of the 10 top 100 Rx companies to reach more actual purchasers at the same budget and thereby increase TV ROI. We do this by matching set top box viewing data with actual purchase data at the same-household level without any fusion/ascription/modeling. We provide a Web-based system called Media TRAnalytics® to our clients which, due to the system’s massively parallel processing architecture, allows clients to self-serve customized reports containing tens of billions of database records in seconds. This is supplemented by an Advanced Analytics group for custom work. Our mission is to expand to all media and product categories and help brands increase their marketing ROI. We also have agency, network and MSO clients. Our direct advertiser clients are allowed to give seats to our system to their agency which they always do. TRA defines a “ set-top box‖ as any box capable of collecting tuning logs which are deployed within consumer households at no TRA installation cost. This includes the boxes used by cable, satellite, and telephone company television distributors, as well as TiVo boxes purchased by consumers. In looking for the greatest value from STB TRA saw it to be the linkage with purchase data. This linkage allows us to do a few very important things with our brand clients: See which parts of their current TV campaign are producing highest ROI, so that client can curtail the other parts and shift more budget to the high ROI parts – creative, media, brand integration, target groups (finding the ROI Driving Segment), frequency levels, flighting/continuity, etc. Our clients today are most focused on shifting media buys to deliver greater reach/frequency against the brand’s current ROI Driving Segment without increasing budget. A couple of brands are also dropping the creative executions with lower ROI. Mars/Wrigley has gone public at ARF (June 2011) announcing that use of TRA lifted one brand’s TV ROI +25% and another’s +35%. Other TRA clients are seeing ROI increases as well. 35
Page 1 and 2: 4A’s Set-Top Box Survey Results A
Page 3 and 4: 4A’s Set-Top Box Vendor Survey 1
Page 5 and 6: KantarMedia Jeff Boehme Chief Resea
Page 7 and 8: 8. Data Matching/Overlays Experian
Page 9 and 10: Performance As our RPD reports seco
Page 11 and 12: Kantar Media Audiences, in conjunct
Page 13 and 14: In terms of standard uses, both our
Page 15 and 16: Our RPD service can be delivered th
Page 17 and 18: Jeff Boehme Chief Research Officer
Page 19 and 20: Again, we do not share details abou
Page 21 and 22: Not at this point. National network
Page 23 and 24: We do not release the names of our
Page 25 and 26: NCS supports the integration of som
Page 27 and 28: Unique measures such as Engagement
Page 29 and 30: Household Composition o Male presen
Page 31 and 32: We are currently working with indiv
Page 33 and 34: aired in, evaluates spots for both
Page 35: Both the Acxiom and Quantcast produ
Page 39 and 40: Household, age, gender, ethnicity,
Page 41: National network television Spot br

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