TiVo Launches On-Demand Ads
TiVo said Monday that it was launching its on-demand advertising product that would deliver content to subscribers via the Now Playing section. Over 70 advertisers and 100 brands would be initially available from the service, called "Product Watch."
The one to sixty minute commercials would be organized into five categories: Automotive, Entertainment, Financial, Lifestyles, and Travel and Leisure. The subscriber would then be able to select and search for advertising to be downloaded, or subscribe to a brand and receive video content continuously.
But the content may not be a commercial in the traditional sense. For example, Kraft will provide cooking demonstrations, while Lending Tree would use its commercials to explain the different types of mortgages.
General Motors will provide content that explain the features of its cars, while Sony Pictures will give viewers the opportunity to download behind-the-scenes content.
The Alviso, Calif., based DVR maker says the new feature is a great way to reach consumers that are "in market," or actively looking for a particular type of service or product.
"TiVo Product Watch will, for the first time, enable TV viewers to get commercial information about a product they are interested, when they want it, rather than through traditional TV advertising, where a viewer has no control of what ad comes on when they are watching a program," company president and CEO Tom Rogers said.
Product Watch is an extension of the direct response advertising program launched by the company last year. That feature allows users to respond to a "call to action" in select commercials.
The feature will be available to TiVo users with Series2 DVRs, which allow for Internet connectivity.