MUMBAI: TiVo Inc. is planning to offer the first television-based advertising search solution in mid 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.
This new advertising approach presents an opportunity for TiVo 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.
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.
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.
"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 TiVo president and CEO Tom Rogers.
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, utilising 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.
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 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.," said TiVo vice president national advertising sales Davina Kent.
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 product.
"We recognise that consumer media usage is changing and are committed to seeking out opportunities, like the new search product to be offered by TiVo, to continue to deliver our clients with maximum return on investment in their media choices," said Interpublic Media chairman and CEO Mark Rosenthal.
"The new TiVo application will provide both a needed platform for consumers to seek out relevant, searchable commercial content and an environment for advertisers to engage highly desirable and motivated consumers. It's the first of its kind in the industry, and a platform that is clearly needed in this challenging advertising marketplace," said Starcom vice president and Video Innovations Director Tracey Scheppach.
OMD Digital US director Sean Finnegan said, "This product represents the next iteration of search . Through initial conversations with our clients, we have seen much interest in TiVo's advertising solutions and believe that through further development, we will have the opportunity to reach target audiences in a more relevant and engaging manner."
"The Richards Group is intent on delivering the most innovative and creative solutions to our clients. We believe that TiVo's new search advertising product is the right solution to ensure that our client's brands are seen by the highest-value customers," said The Richards Group principal Larry Spiegel.
"Comcast Spotlight is thrilled to be working with TiVo and the advertising community on this exciting new product offering," said Comcast Spotlight president Charlie Thurston.
TiVo launched a successful interactive direct response advertising program in August, where subscribers were given the opportunity to respond to a customised 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.
