TiVo has just launched a new service called TiVo Product Watch for advertisers and consumers. It offers a way for advertisers to permission-market to a highly valued segment of the market that they have lost - well, to TiVo.
A host of companies partnered with TiVo for the purpose of bringing advertisers on board and develop pricing.
Comcast Spotlight, the advertising sales division of the cable company, had a big part in it as they provided their expertise concerning the pricing and product model, which will entail a cost per each download and a set-up fee.
The great thing about it is that it is targeted to those TiVo subscribers who are actively searching for specific products or services. The service is starting from a solid base as 70 advertisers and 100 top brands are there at launch.
TiVo subscribers will be able to customize their searches to fit the brands they are interested in and the amount of amount of advertising time they want to watch; anywhere from one to 60 minutes.
Marketing Vox says that "TiVo Product Watch will deliver targeted, relevant advertising content in five product categories: Automotive, Entertainment, Financial, Lifestyles, and Travel and Leisure. The Ad content will be delivered to the Now Playing section of the TiVo service.
"At launch, General Motors, Sony Pictures, Lending Tree and Kraft Foods will be among the premium advertisers for their respective advertising categories. Examples of content range from cooking demonstrations from Kraft Foods, to understanding the impact of different types of mortgages from Lending Tree, to behind-the-scenes movie trailers from Sony Pictures and new automotive features and aesthetic options from General Motors."
Tom Rogers, president and CEO of TiVo said "TiVo Product Watch will, for the first time, enable TV viewers to get commercial information about a product they are interested, when they want it, rather than through traditional TV advertising, where a viewer has no control of what ad comes on when they are watching a program."
I'm not big on looking at advertising, but I've got to hand it to TiVo that this is brilliant. They take away the ads from the advertisers, then sign them up to take a piece of the pie. I don't know if this was planned from the beginning, but I like it.
I was wondering what TiVo was going to do with the advent of video on demand coming fast. Even now, with this good move, I'm not sure what their long-term success will be. But for now they've skillfully made a move that will propel them even further ahead of their competitors.
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TiVo, which is about the worst thing that ever happened to TV advertisers, has recently launched a new service called TiVo Product Watch that should serve as a bit of a (paid) olive branch to the companies whose ads [Read More]
Tracked on: May 10, 2006 9:59 AM | Permalink to Trackback