TiVo Launches Interactive Ad Technology
announced this week that it is working with General Motors and The WB network to add tagging technology to insert interactive ads and to advertise upcoming programs.
Features include the insertion of a custom call to action or branded "tag" in commercials that replace generic ad tags previously used by TiVo advertising clients. The new technology means that users can no longer skip over the "tagged" ads, which will be visible even while fast forwarding through content. With the new tags, advertisers can receive leads directly from their TV spots, with the viewer's consent, according to the Alviso, Calif.-based company.
In the case of GM, Viewers will be able to access additional promo information footage directly from the company. The WB will use the tags to insert promotional sport for upcoming shows on the network.