Google is all set to broaden its Google TV Ad platform by joining hands with TiVo, the company which makes set-top boxes that allows viewers to record their favorite TV shows.
TiVo will provide Google with TiVo viewing data which will allow advertisers to see how the ads placed on the Google TV Ad platform perform. Incidentally the Google TV Ads was launched by Google last year as a self-service advertising system.
TiVo’s viewing data includes viewing stats for its live and time-shifted programs collected by cable, telecom companies and satellite.
Expressing satisfaction at the development Todd Juenger, General Manager of audience research and measurement at TiVo mentioned that through TiVo’s data, Google TV Ads will provide the advertisers with the opportunity to see and measure how their ads are doing on the TV.
Google TV Ads has reportedly reached out to 96 million viewers, however, only a small percent of them have a sophisticated set top-box which records viewing data.
Back in 2007, Google had started working with Dish Network to procure viewer data and now with this deal Google will be able to get data on approximately 20 million viewers.
The Vice President of Gartner Research, Andrew Frank, said that with this deal Google has proved once again that it has many ways to grow besides the internet.
Shame that TiVO is not available in the UK. That said, both Sky and Virgin Media could be interested by such a partnership although some might say that it might be a tad too intrusive, reminding us of the fiasco of Phorm.