In an ongoing effort to form advertising and research alliances with advertisers and their agencies, Tivo yesterday announced a deal with Omnicom Media Group to provide the large ad services outfit with audience data the DVR company has been compiling for years. As part of the agreement, Omnicom Media Group’s OMD and PHD advertiser clients will buy ads served to Tivo subscribers. The agreement is not unlike one forged between TiVo and Interpublic Group this May during the TV upfronts.
“This is a very similar deal to the one Tivo struck with Interpublic,” commented a Tivo spokesperson, adding that Omnicom “agreed to buy a minimum amount of advertising.” Specific financial terms of the agreement were not disclosed. As with the Interpublic agreement, Omnicom will be offered preferential ad rates based on economies of scale, according the spokesperson.
In addition, Omnicom plans to work with Tivo to conduct a study based on Tivo behavioral audience data. TiVo’s Audience Research and Measurement division, introduced in July, provides up-to-the-second data and analysis of ad viewing by Tivo subscribers. The division’s Commercial Viewership Report allows advertisers to study DVR viewer behavior such as fast-forwarding, rewinding, replaying and pausing of TV shows and commercials.
Omnicom agencies and agency networks include BBDO Worldwide, TBWA Worldwide and Goodby, Silverstein and Partners, which serve advertiser clients including BMW, Comcast, and Sara Lee Food and Beverage.
Tivo has begun developing new ad products and feature sets in conjunction with Interpublic’s Emerging Media Lab, a division charged with testing the marketing potential of new media types, as noted by the Tivo spokesperson.
As reported yesterday, Tivo’s advertising revenue doubled year-over-year in Q2 2006.