TiVo to Debut Ad Search Tool
TiVo will introduce a TV-based advertising search tool by spring 2006 that will deliver targeted ads to subscribers.
Ad research firms Interpublic Media, OMD, Starcom Mediavest Group, The Richards Group, and Comcast Spotlight are also involved in the launch. Advertisers will be able to reach viewers in the market for specific products or services. Ads will be delivered to viewers who can search for a product by category or key word. If subscribers choose to use the search capability, they will retain control over the viewing experience by creating a viewer contributed profile via the set-top-box that enables them to receive ads based on their interests.
In August, TiVo launched an interactive direct-response advertising program where subscribers were given the opportunity to a customized call to action or branded "tag" in select commercial spots.
