TiVo, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
TiVo Inc., based in Alviso, CA, is a provider of technology and services for digital video recorders (DVR). The company distributes the TiVo service through consumer electronics retailers, its online store at TiVo.com and agreements with television service providers. TiVo also provides marketing solutions for the television industry, including a platform for advertisers and audience research measurement.
|Main Telephone||(408) 519-9100|
|Main Fax||(408) 519-5330|
TiVo, Inc. ContactsContacts (5/8)
|Ira B.||Chief Marketing Officer & Senior Vice President||CA|
Sample of Associated Brands
|Tara M.||Senior Vice President & General Manager, Content & Media Sales||CA|
|Jim D.||Vice President, Product Marketing||CA|
|Tim C.||Vice President, Professional Services||CA|
|David S.||Vice President & General Manager - Service Provider Business||CA|
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Score 34 – Future Possibility: TiVo to focus on new strategies after disappointing ROI in 2015
Subject: TV, digital, print, OOH, social media
Opportunity: During the Q4 earnings call, TiVo’s general counsel Matt Zinn stated that consumer marketing investments will decline in 2016. Over the last few years, TiVo had increased consumer marketing expenses around launches such as Roamio and Bolt; however, the ROI simply isn’t there. Zinn said TiVo had not seen the growth in subscriptions that were necessary to justify those spending increases and continues to struggle for share against rival DVRs and home streaming services.
Interim CEO Naveen Chopra does not foresee a significant drop in subscriptions due to this decrease. However, Zinn added that if TiVo can find higher ROI ways to effectively market its products, it will reassess spend levels. Hint, hint… You know what to do here, sellers and agency readers. Those with high ROI paid and earned media ideas that can increase subscriptions and the company’s customer base will likely be received positively.
According to The List, Booyah.
Media Spend: Through Q3 2015, Kantar Media reports that TiVo spent $1.2 million on measured media – mostly allocated to broadcast, print, digital and OOH.
TV Breakdown: Spot reports that TiVo spent only $1.4 million on national TV ads last year; however, this was an increase from 2014, when $216,500 was spent. See charts for 2015 channel/show targeting.
TiVo’s national TV SOV is a mere 1.2% behind competitors such as Amazon Fire TV, SamsungSmart TV, Google Chromecast, Vizio and Flex TV.
Digital Breakdown: According to Moat, TiVo ran 106 display ads on 4,931 publishers (<1% mobile). Top ad destinations included last.fm, multichannel.com, cbsnews.com and msn.com (99% placed programmatically).
The company also ran 14 high impact and seven video ads. Most of these display ads touted the Roamio and Bolt. Messaging centered on TiVo’s value proposition as compared to cable boxes.
In 2014, the company ran 266 display and nine high impact ads on 3,803 publishers (<1% mobile; 6% site direct).
2160 Gold St.
San Jose, CA 95002
Chief Marketing Officer & Senior Vice President
General Manager, Content, Applications & Advertising