Viewing the Aflac Duck Voluntarily - TiVo Ad Search
|
Written By Reprise Media | November 28, 2005 | Share This
|
|
It’s reverse engineering with a tech twist as TiVo, the company that shot to fame in part because of its ability to let users skip past TV commercials, has announced that it’s developing a technology which lets viewers actively seek out specific ad spots.
The technology is expected to arrive in early 2006 and a number of major entities are working with TiVo on the deal, including Omincom, Publicis and Comcast.
TiVo’s CEO says the ad search functionality is “flipping the dynamic” by allowing customers to search for products by category or keyword, making them active recipients of the marketer’s message.
This is an interesting innovation on a product traditionally thought of as a threat to the ad industry.
According to this article in CNN, TiVo may be taking some cues from Google as it develops its new system. Says Davina Kent, TiVo VP of National Advertising Sales:
“The Google model is something we’re reviewing.”
Check out the official press release and read more on possible implications in this article in Red Herring.
Topics: Media Convergence |