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TiVo today launched its new advertising search product, TiVo Product Watch, offering advertisers a new way to reach highly valued in-market consumers - those TiVo subscribers who are actively looking for products - with advertising content and information, MarketingVox reports. Some 70 advertisers and 100 leading brands have signed up at launch. TiVo subscribers will be able to create searches, including their favorite brands, and select advertising content ranging from one minute to 60 minutes.
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.
Starcom MediaVest Group, MindShare, Cmedia, BrightLine Partners, Interpublic Group, OMD, and The Richards Group partnered with TiVo to help recruit advertisers and develop pricing. Along with Comcast Spotlight, the advertising sales division of Comcast Cable, they provided advice concerning the product and its pricing model, which will be based on a cost per download and a set-up fee.
“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,” according to Tom Rogers, president and CEO of TiVo.
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