DVR vendor/service provider, TiVo, last week unveiled a new advertising solution, dubbed "Program Placement," that allows advertisers to use its service to insert an advertising tag, which TiVo subscribers can click on to reach advertiser content and which appears after a recorded program has played and there is nothing left to fast-forward through: specifically, the ad tag appears when the TiVo interface asks the subscriber whether he or she wants to delete or save the program that he or she has just viewed. The service will enable advertisers to target DVR audiences by purchasing advertising enhancements against specific shows, the company says. According to TiVo, Burger King, General Motors, MasterCard Worldwide, The Weather Channel and Court TV are the first companies to utilize the Program Placement solution: the company says that it worked with a number of prominent media and advertising agencies, including GroupM's MindShare, Media Storm and GSD&M, to get their clients to try out the new solution.
TiVo is positioning the Program Placement solution as specially designed for advertisers that need to reach viewers in DVR homes. The company says that advertisers are using the service to allow TiVo subscribers to access a range of longer-form video advertising thematically related to the recorded programming with which it appears, as well as lead-generation and tcommerce services. Burger King, for example, is allowing viewers to telescope from its Program Placement ad to long-form content, including promotional videos for an Xbox 360 game series featuring its King and Subservient Chicken mascots. The Weather Channel, meanwhile, is using Program Placement ads to telescope viewers to content showcasing two of its meteorologists, Stephanie Abrams and Mike Bettes, who have a new show entitled "Abrams & Bettes." "TiVo now can help advertisers effectively engage a target demographic audience while substantially countering the impact of fast-forwarding commercials," TiVo president and CEO, Tom Rogers, said in a prepared statement. "This new product allows advertisers to reach the most desired viewers by presenting tags prominently on the TiVo screen displayed at the end of a recorded program." TiVo says that Program Placement advertisements are completely measurable, and that all advertisers that use the service will have access to the company's audience measurement reporting, including program and commercial viewership research.
Originally Published: December 5, 2006 in [itvt] Issue 7.08 Part 2
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