TiVo today announced that it plans to offer the first television-based advertising search solution in Spring 2006. Leveraging TiVo's television search capabilities that enhance
the TV viewing experience, the new product will deliver relevant, targeted
advertising to subscribers that want to view particular advertising
Leading media and advertising agencies including Interpublic Media, OMD,
Starcom Mediavest Group and The Richards Group, as well as Comcast Spotlight,
the advertising sales division of Comcast Cable, have worked with TiVo to
provide their expertise in the development of this revolutionary product.
Agency research and development techniques will contribute in determining
relevant categories of interest, such as automotive, travel,
telecommunications, and consumer packaged goods, as well as determine relevant
Today television advertising is almost entirely delivered when adjacent to
mass programming. For the first time, advertisers will have the ability to
deliver television advertising, on demand and targeted to consumers, without
the limitations of traditional television media placement. Advertisers will
be able to reach viewers in the market for a certain product or service. Ads
will be delivered to subscribers who can conduct a search for a product by
category or associated with keywords, utilizing the same revolutionary keyword
search techniques offered with Internet advertising, resulting in increased
relevancy for the consumer, as well as efficient, measurable results for the
This new advertising approach presents an opportunity for TiVo(R) service
subscribers to search for relevant information on products or services that
match their needs. The heightened viewer experience that the new offering is
intended to provide will deliver non-intrusive, relevant, interactive
advertising, on a opt-in basis. TiVo subscribers, if they choose to use the
search capability, will retain control over their viewing experience through
the creation of a viewer contributed profile via the set-top box that will
enable them to receive advertisements based on their interests.
"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," said Tom Rogers, President and CEO of TiVo.
"TiVo intends to capture the best of the Internet advertising model and create
a unique advertising product for the television medium that will provide
measurable results. TiVo is committed to working with our advertisers, their
agencies and our cable partners to develop new and innovative advertising
solutions," said Davina Kent, Vice President, National Advertising Sales.
TiVo launched a successful interactive direct response advertising program
in August, where subscribers were given the opportunity to respond to a
customized call to action or branded "tag" in select commercial spots. TiVo's
new search advertising product allows advertisers to further engage their
target consumers with the benefits of the television experience.
TiVo's relationships with service providers such as Comcast, DirecTV,
Cablevision, Cebridge Connections and the National Cable Television
Cooperative, along with its loyal customer base, provides advertisers a solid
platform to reach TiVo's highly valuable and passionate subscribers.