Marketing Momentum

Monday, December 05, 2005

Permission-Based Ad Technology for TiVo

TiVo; in cojunction with Interpublic Media, OMD, Starcom Mediavest Group, The Richards Group, and Comcast Spotlight; will be adding ad search capabilities for its digital video recorders (DVRs) this spring. The new technology allows viewers to opt-in and search for ads by keyword or product categories, as well as create a customized profile for the ads they want to receive.

Not only should this come as a relief to advertisers who were concerned about DVR users skipping commercials, but it provides a new opportunity to for them to reach target audiences in a much more focused and direct manner.

TiVo has been working to develop solutions to make ads more appealing to viewers and advertisers like testing a program to show mini-ads while viewers fast-forward past full commercials and launching an interactive direct response advertising program where viewers are asked to respond to a customized call to action or branded "tag" in select commercial spots.

TiVo’s new search technology is just another example of the trend toward permission-based marketing.

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