Offering Will Allow Viewers to Seek Ads That Provide Relevant Product
Information
Interpublic Media, OMD, Starcom Mediavest Group and The Richards Group to
Participate in Development Along With Comcast Spotlight
ALVISO, Calif., Nov. 28 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq:
TIVO), the creator and a leader in advertising solutions and
television services for digital video recorders (DVRs), 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 categories.
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 pricing models.
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 advertiser.
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.
- http://finance.lycos.com/home/news/story.asp?story=53486811
Monty Solomon (monty@roscom.com)