What Happened
Viacom is about to offer advertisers a lot more audience data that goes beyond the usual metrics that Nielsen provides. Striking a new partnership deal with TiVo, Viacom will be able to use its set-top box data from over 2.3 million households using TiVo devices to boost Viacom Vantage, its ad tool that allows advertisers to target their buys based on consumer habits.
What Brands Need To Do
Following Comcast’s recent move to tap its set-top boxes for more viewer data, Viacom is likely hoping that this move will help increase the value of its ads in the face of its declining ratings. For brands advertising on Viacom networks, this new partnership should provide them with better targeting tools and more accurate audience insights to help reach their desired audience segments.
Source: The Hollywood Reporter