TiVo - ad agencies new best friend?

TiVo on Monday announced plans to provide its subscribers with searchable ads for selected categories as part of a joint effort with several media and advertising agencies.

Read the Story at: http://news.com.com/Ads+soon+searchable+with+TiVo/2100-1024_3-5973358.html?tag=nefd.top

"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," Davina Kent, TiVo's vice president of national advertising sales, said in a statement.

The new feature will allow users to receive advertisements based on their interests, after creating their user profile on the TiVo set-top box. The technology is aimed at giving advertisers a more targeted and interested pool of potential buyers while attempting to steer users away from skipping all ads that flicker across their television tube.

Is this the ultimate delivery platform for entertainment-based marketing? Does this mean that the formula used more and more in today’s product placement and promotion deals, whereas advertisers use content assets in their media to reinforce the brand-entertainment connection - thereby providing products with implied celebrity endorsements, etc., and also helping studios by furthering [film]-release marketing budgets? Will consumers choose to watch the ultimate brand-enriched extras, or will they tune them out in favor of stand-alone ads that hold their own as entertaining content? It will certainly be interesting to see the change in advertisers’ perceptions of TiVo as the company goes from being their foe to friend.


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