RSSTiVo Introducing Searchable Ads
by Ed Oswald
Most TiVo customers use the devices to skip over commercials within recorded shows. However, the DVR maker on Monday announced that beginning in the spring of 2006, it would use the set-top box to deliver on-demand advertising to interested subscribers.
TiVo says this is the first time television would be used as a medium to deliver such targeted ads to potential customers. These commercials would be found based on keyword searches, similar to the way Internet advertising currently works.
To use the search function, the subscriber would complete a profile with their needs and interests. From there, commercials would be delivered to the customer's set-top box.
To jumpstart the effort, TiVo announced it was working with several media and advertising companies, including Interpublic Media, OMD, Starcom Mediavest Group and The Richards Group, as well as Comcast Spotlight. TiVo's partners see the new program as a way to maximize their clients advertising dollars.
"The new TiVo application will provide both a needed platform for consumers to seek out relevant, searchable commercial content and an environment for advertisers to engage highly desirable and motivated consumers," Starcom vice president Tracey Scheppach said.
"It's the first of its kind in the industry, and a platform that is clearly needed in this challenging advertising marketplace," Scheppach added.
The new advertising model follows another interactive ad spot introduced by TiVo in August of this year. Within a participating advertiser's spots, a "call to action" will appear where a subscriber can find out more information on a product.
With searchable ads, "TiVo is once again introducing to the TV landscape a new and innovative advertising solution that is intended to deliver an even better viewing experience for subscribers," company president and CEO Tom Rogers said.
8 Comments
ripe.tv is a lot less intrusive in the way of advertisers
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All I have to say is that I just finished building my own DVR, with SageTV and it is 1000x better than buying a DVR or even paying for Tivo. No restrictions. No monthly fees. Your own, upgradable drives. And burn anything you want to DVDR/RW etc.
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Building it yourself is the ultimate way to go. I thought about doing that, but since my Replays work perfectly (I got great deals on mine several years ago and paid to NOT go the subscription route), I'll just wait until they break down. I love how Replay skips the commercials automatically and streams throughout the house, but streaming to my computer for burning dvds is a pain.
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"TV advertising will never be the same if this becomes popular
Their CEO is seriously deluded
"on-demand advertising," now there is something I will NEVER want"
LOL, this is one of the worst ideas yet. ADs, on demand, hahahahahahahahahaha.....ha.
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TV advertising will never be the same if this becomes popular.
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Yet another reason why I love my Replay dvrs.
"TiVo is once again introducing to the TV landscape a new and innovative advertising solution that is intended to deliver an even better viewing experience for subscribers."
Their CEO is seriously deluded.
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I'm surprised advertising companies haven't done something drastic yet about this. This'll never work...
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"On-demand advertising," now there is something I will NEVER want.
Thanks anyway TiVo. ;)
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