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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.
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