Advertising: In a TiVo World, Television Turns Marketing Efforts to New Media
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MUCH of the ferment that is remaking Madison Avenue is centered on the changes in television, still the largest and arguably most powerful advertising medium. Two deals that are scheduled to be announced today are indicative of the ways TV is headed in new directions to meet the new needs of marketers.
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Top marketers are going digital to track the delivery of commercials into U.S. homes with a system some advocates say will revolutionize advertising the way product codes changed the selling of sliced bread.
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TiVo Inc. pioneered digital video recording as a new way of watching television - when you want it. Now it could be TV where you want it, too.
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Viewers who enjoy a program are more likely than disgruntled viewers to have favorable responses to advertisements during that program.
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TiVo Inc.TIVO.O, maker of digital  television video recorders, will next year add ways for viewers  to see advertising and corporate logos even as they try to skip  commercials, the company said on Wednesday.
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Digital video recording pioneer TiVo Inc. has long promised "TV Your Way." But the company's plans for pop-up ads and restrictions on copying have sparked worries that the service may be eroding consumer control in favor of Hollywood and advertiser interests.
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In new experiments for NBC, people are observed as they watch commercials in fast-forward mode.
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"Base stations" bring traditionally business-oriented remote-access functions to the consumer media world.
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TiVo Inc., maker of television recording technology, on Monday said it has started shipping "TiVoToGo," a service upgrade that allows some subscribers to view recorded programs on a computer or laptop.
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Beginning in March, a static pop-up ad, or "billboard," will spring up as TiVo users skip through an ad - perhaps a logo for an advertiser, plus a message encouraging viewers to check out a new car or enter a contest.
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Now that more consumers are viewing video online -- as opposed to watching traditional TV -- why isn't advertising catching up faster? Experts believe there are still some creative strategies yet to be discovered.
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Embracing a media technology once  feared by commercial television as the industry's boogeyman,  the CBS (CBSa.N) network has teamed up with TiVo Inc.   to help promote its new fall shows.
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Embracing a media technology once  feared by commercial television as the industry's boogeyman,  the CBS network has teamed up with TiVo Inc. to help promote  its new fall shows.
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Philips is preparing a digital video recording system called Personal TV Channel, which could be seen as a competitor to TiVo. The cost of the service will be offset by its advertising features, which allow commercials in programs to be replaced by ones more relevant to what a consumer may be interested in.
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TV advertising is changing, and the networks had better keep up. Fortunately, they're trying to.
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Plans for pop-up ads and restrictions on copying have some consumer advocates wondering about Tivo's commitment to customer control. The company says it has to bow some to Hollywood and advertiser interests.
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In a world of media clutter, TiVos and multi-tasking consumers, what's an advertiser to do to get some quality time? Some are experimenting again with the idea of rewarding consumers for viewing their ads, betting the lure of free cell phone minutes, music or even cash will deliver a captive audience and better metrics.