»
TiVo, infamous (in some circles) for allowing viewers to skip over ads, is about to cut a deal with ad agencies (Interpublic, Omnicom, Publicis) and others (Comcast ad sales) to allow users to search for ads - via keywords (categories or brands) - for products they’re interested in, reports CNNMoney.com (via MarketingVox), citing a Wall Street Journal article. Relevant commercials would then be downloaded to TiVo recorders for viewing. TiVo and the agencies are considering having advertisers bid on keywords as they do when buying web search ads. The launch of the new offering is expected in the spring.
“We’re flipping the dynamic,” TiVo CEO and president Tom Rogers told the Journal. “If you are in the market for a product, and you have no idea when commercials related to that kind of product are going to appear, it (traditional ad placement) doesn’t help you very much.”
The move may be a small step toward appeasing advertisers who feel that ad skipping is not the only problem with TiVo: advertisers create ads to be aired at certain times of the day for specific viewers, and when shows are TiVo’ed, advertisers can’t be assured their ads will be seen at the planned time. When those ads can be searched for via keyword, they will certainly be seen by consumers at the best possible time - that is, the time at which the consumer is actively interested in the ad.
Whether consumers will use the new service at a great enough rate to satisfy advertisers remains to be seen.
TiVo already allows viewers who watch ads to click and receive more detailed product pitches, such as a movie trailer or a short film about a car.
Wachovia analyst Marci Ryvicker revised her 2009 radio revenue prediction downward significantly, from a drop of 8% to a drop of 13%.
Even that may be too optimistic, Ryvicker warned, saying there will be no recovery until the economy and/or credit…
8020 Media, publisher of consumer-generated magazine JPG, may be saved by a buyer in the nick of time. The company was set to close its doors, and shutter its magazine, but since the announcement on New Year’s Day was made,…
The advertising outlook for 2009 remains relatively upbeat for certain types of online media and marketing - including search, video and multicultural initiatives - but traditional media and some social networks will face serious difficulties, according to predictions released by…
Nielsen relocated its mainframe computing system used to process its national and local TV ratings - and what was meant to be a seamless transition caused a glitch that resulted in several days of delays for most of the company’s…
Yesterday at the Consumer Electronics Show in Las Vegas, Microsoft CEO Steve Ballmer announced the development of a coveted liaison with Verizon Wireless.
The five-year contract makes Microsoft the default search provider to Verizon’s sizable user base. It will also…
Even through a recession U.S. consumers redeem just 1%-3% of paper coupons, but up to half of the coupons that Kroger sends to its customers are redeemed - because it uses a data-mining firm it part-owns to target specific customers.
Kroger,…
