TiVo upgraded its interactive ad technology to enable consumers to respond directly to specific calls-to-action. General Motors and WB Television are among the first marketers to use the tools.
The changes to TiVo’s platform aim to enhance advertising visibility and engage consumers through several features. First, advertisers can pack in a unique call-to-action by inserting a branded “tag” in their commercial. Additionally, commercials will display more prominently, regardless of the viewing speed; and viewers can choose to watch extended versions of spots.
The service will begin today on TiVo Series 2 systems and will initially reach just over one million users.
Advertisers will also receive greater measurement of the campaigns they run on TiVo, the company said. “Advertisers will be able to measure viewership by network,” Davina Kent, director of advertising and research at TiVo, told ClickZ. “They will have the ability to know what kind of traffic they are driving from the media buy.”
General Motors and WB Television will participate as initial advertisers. GM will use the new tags to promote its OnStar, GMC, Chevrolet, and Saturn brands. Viewers will be able to access promotional footage and request information directly from GM through their TiVo device. Meanwhile, the WB campaign will allow viewers to record an episode from within the promotional spot. TiVo said they would announce an array of advertisers in the coming weeks.
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