MUMBAI: TiVo which invented the digital video recorder (DVR) in the US and constantly looks to create advertising solutions and television services for DVRs has announced that five brands have agreed to use its next generation advertising technology solution for direct response programmes.
 
 
The companies are Ameriquest, E*Trade Financial, Nautilus, Novartis, and Tylenol. The features of the new direct response interactive advertising solution will enable these select advertisers to insert a customized call to action or branded "tag" in their commercial spots, eliminating the need for long form advertising content and leading to a better response rate over traditional direct mail campaigns. By participating in the direct response campaign advertisers will have the ability to further engage their target audience.
 
 

Tivo executive VP and CFO Dave Courtney said, "TiVo continues to lead the advertising industry in technological advancements and innovative advertising solutions by enabling advertisers to reach the most interested and highest value consumer. These new features allow TiVo to partner with leading pharmaceutical and financial companies with significant experience in the
direct response space."

The earlier mentioned five companies each are first time users of the interactive solution. Tivo states that with the opportunity to provide more information and special offers to further engage a highly valuable target audience, these advertisers will be able to reach over one million TiVo Series2 subscribers.
 
 

E-Trade's marketing model is based on a test-and-learn approach, which provides us with innovative ways to reach our target, value-driven customer. The company states that its motto, which is to challenge the ordinary, compels it to work with a broad spectrum of partners and technologies, like TiVo and direct response technology, to expose
television viewers to its brand and value proposition.

Courtney adds, "Tivo provides the only DVR platform to effectively enhance TV advertising using an interactive lead generation programme. Tivo is committed to providing our advertisers with the information they need to know about what type of content their target audience is voluntarily viewing and what types of interactive advertising features can enhance their advertising messages."