TiVo Debuts New Interactive Ad Features

    July 18, 2005
    WebProNews Staff

The digital video recorder company says GM and the WB TV Network will have campaigns in its new ad service launch.

The new advertising technology from TiVo appears to be a method of allowing users to opt-in to certain marketing campaigns. By opting-in, a user volunteers to receive additional followup marketing from advertisers.

New tags will be embedded into advertisements, providing a link to more customized actions. These tags will replace the generic ones normally featured via the TiVo service.

TiVo notes in a press release that advertisers will receive more data about their campaigns and their effectiveness. Also, ads using the new technology will be “more visible in TiVo homes, whether viewed in normal play or fast forward mode.”

For users interested in the additional marketing pitches, GM will provide extra content for OnStar, Chevy, GMC, and Saturn branded products, available to TiVo users from the new branded links.

The WB Network will use the new TiVo technology to better enable fans of its shows to add them to their preferred recordings. Enhanced promotional spots for new WB shows allow users to press the TiVo remote control’s green thumbs-up button and add single episodes or an entire season to the recording schedule.

“Companies today are spending an estimated $60 billion a year on broadcast advertising. Ours is the only DVR to effectively enhance traditional TV advertising via a branding and direct response platform,” said David Courtney, TiVo’s Executive VP and CFO.

TiVo lists Comcast and DIRECTV among its partners. TiVo will add its new technology to Comcast’s hardware beginning next year.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.