By Craig Chinn, Senior Vice President of Advertising Sales, Americas at TiVo
Attending CES is always a valuable experience. This year, it was more than just an opportunity to immerse myself in innovation—it was a chance to define TiVo’s role in shaping the future of media and entertainment. Reflecting on a week of inspiration, I’m excited to share key takeaways and their impact on our future direction.
Reimagining Content Discovery with Home Page Hero Ads
One of the standout highlights was showcasing TiVo’s Home Page Hero ads. These aren’t your average TV ads; they’re designed to feel like an organic part of the viewing experience. Seamlessly integrated into the content discovery process, these ads guide viewers through their journey, helping them discover new shows, films, and genres.
Home Page Hero ads are one of the first things a viewer sees when they switch on the TV. These ads guide viewers through their content discovery journey, taking a very different approach compared to traditional program guide banner ads. They are more integrated and less intrusive. By aiding viewers in discovering new content, these ads improve the overall viewing experience.
Recent research shows 45% of the audience exposed to Hero ads believe they enhance their viewing experience. This underscores why we do what we do: it’s not just about delivering ads, it’s about creating moments that resonate, moments where people are not only watching content but discovering what matters to them.
The Power of Deterministic Data
Deterministic data is always highly coveted, and TiVo’s precise TV viewership data gives us a unique edge. By capturing both linear and CTV data, TiVo enables highly targeted and effective advertiser-audience connections. This dual capability sets us apart from traditional methods, ensuring advertisers can reach audiences with greater accuracy and impact.
For advertisers, this leads to reduced churn and improved audience engagement. In a world where efficiency is paramount, TiVo is at the forefront of providing these game-changing insights. By understanding the nuances of viewing habits, we empower advertisers to make smarter, more effective decisions.
Trends in Streaming and Content Discovery
Streaming continues to dominate the TV landscape, with more viewers shifting away from traditional linear TV. This trend presents both challenges and opportunities for advertisers. At CES, we explored how brands can navigate this shift and capitalize on the growing popularity of streaming services.
As streaming becomes more prevalent, advertisers need to focus on creating engaging and relevant content that resonates with viewers. This includes leveraging data to understand viewer preferences and delivering ads that enhance the streaming experience. The lines between linear TV and streaming are blurring, and advertisers must adapt to this changing landscape.
What’s clear now is that advertisers’ priorities are shifting. The focus is no longer on growth at any cost but on efficacy and sustainability. With churn rates on the rise, it’s critical to target audiences that will stick around, rather than those who come for short-term deals and leave soon after. By understanding long-term viewer behavior, advertisers can build campaigns that have lasting impact.
Looking Ahead
Leaving CES, I feel optimistic about the year ahead. Our mission is to help advertisers unlock unique audiences and achieve meaningful outcomes. TiVo isn’t just another player in the industry; we’re addressing challenges that no one else is tackling. Our approach is centered on putting advertisers’ goals at the forefront, ensuring we deliver solutions that truly make a difference.
If you’re as interested in TiVo’s solutions as we are, we’d love to hear from you. Let’s explore how we can work together to make 2025 a breakthrough year. Reach out today.
Comments are closed.