TiVo to Permit Commercial Ad Searching (Not Just Skipping)
Here’s another movement in the transformation of TV (from reach to targeting) . . . per the WSJ, TiVo is working with Comcast and others to enable users to “search” for ads that are more relevant to them:
TiVo users will be able to set up a profile of products on their television screens by clicking on categories such as automotive or travel or typing in keywords such as “BMW” or “cruises.” On a regular basis, TiVo will then download relevant commercials to TiVo recorders over the Internet or, for those users who don’t have broadband, send the video via traditional broadcast signals. The commercials will appear on-screen in a folder next to the list of television shows TiVo users record.
Advertisers will associate their ads, according to the Journal, with keywords and categories (a la Google AdWords/AdSense).
Some version of this idea will ultimately be adopted by all DVR providers (unless TiVo rushes out and gets a “method” patent). And consumers - who don’t skip ads as much as conventionally thought - will go for this.
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Greg Sterling, Local Search and Convergence Columnist - Greg Sterling is managing editor of The Kelsey Group who also writes the Local Media Journal Blog.
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Comments
1 response so far ↓
Blair on Nov 29, 2005 at 8:23 am
I didn’t read the linked article, but it seems to me that Tivo’s missing the obvious step — placing the relevant commercials inline with the recorded television show. In other words, during commercial break, you can see (or skip) relevant commercials, rather than ones you’ve no interest in. Financially, this makes sense for everyone involved. The studios can charge Tivo to allow them to search-and-replace traditional advertisements, Tivo can charge the advertisers to place their ads into Tivoed shows (and, in turn, spend less on traditionally placed advertising spots), and the advertisers will earn more in the way of conversions as they’ll be (generally) advertising to their target audience, rather than just blanketing the general public with generalized ads.
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