BMW Uses TiVo Technology to Improve Product Placement

  |  June 21, 2006   |  Comments

A campaign on Speed Network's Test Drive series featuring BMW will show interactive ads on TiVo during the episode.

BMW this week became the first advertiser to use TiVo's new interactive advertising features within a program, embedding interactive tags into an episode of Speed Network's Test Drive series featuring its new M line of cars.

"These tags give BMW the opportunity to reach out and connect with viewers during the actual BMW M Edition of Test Drive program itself -- a time of peak engagement with the brand," Janice Suter, associate media director at Omnicom's GSD&M, BMW's interactive agency of record, told ClickZ. "The nature of Speed's Test Drive series, particularly the BMW edition, really made the idea to tag in-program a no-brainer. You just can't get any more relevant than that."

The tags, first introduced last August, appear at the top of the screen during certain advertisements to allow the viewer to pause live TV and get more information about a product. Advertisers have used the tags in commercials to offer more information or coupons by mail, or to encourage viewers to record a certain show.

This is the first time an advertiser has used the tags within a TV show. They appear during a few different points of the Test Drive episode that features BMW's M line, offering users the chance to sign up to receive a brochure, help them find a nearby dealer, or let them watch an exclusive product video for the new M line of cars. BMW is also using tags in commercials to remind viewers to record the Test Drive episodes featuring BMW.

"The tags work with our commercial inventory to add depth and a richer brand experience for viewers who opt-in. The ability to measure viewership and interaction with the BMW brand is extremely valuable to us as it provides insight into the behavior of consumers who now have more control than ever over their television viewing," Suter said.

In addition to helping BMW's messaging breaking out of the :30 spot, the tags give more measurable results for product placement initiatives, she said.

"Product placement has been a challenge to figure out from a value perspective due to the many variables involved. We've got proprietary tools in place to valuate product placement, but these in-program tags will generate concrete data, giving us a more accurate ROI overall," Suter said.

Several brands have used the tags inside advertisements in the past year, including automaker GM, The WB network, and E-Trade.

Other big brands testing the TiVo waters include Chrysler and 20th Century Fox. Last month, Interpublic committed millions in the first TiVo upfront deal for its clients, which include Sony, Intel, Johnson & Johnson and Microsoft.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...