BigShinyThing

Tivo has always looked at ways to exploit the behavioural information its PVRs glean from consumers. In the past it has signed deals with both media trackers Nielsen (back in 2000) and with Comcast. It has also trialled small click through corporate logos which remain on screen whilst consumers fast forward through the ad break. Now it has created new services enabling viewers to send their personal information directly to advertisers, choosing which products and services they are interested in.

Aping the kind of service already offered by some interactive ads, Tivo will also allow viewers to choose to watch a long-form version of certain TV commercials if they wish, by jumping from the traditional 30 second spot to one or two minute ads.

GM will be the first car manufacturer to use a new tagging system allowing viewers instant access to promotional footage and to request information on brands including Chevrolet and Saturn.

The WB Television Network - which makes hit TV shows such as ‘Charmed’ and ‘Smallville’ - will use the new technology to screen promotions for upcoming shows. The promotional ads will allow users to press the green ‘thumbs up’ button on the Tivo remote, to programme it to record a single episode or the full season of a show. This gives its shows the jump on others in the broadcast schedule.

David Courtney, TiVo’s chief financial officer and executive vice president, said the technology “presents a real opportunity for advertisers to enhance the effectiveness of traditional TV advertising.” It also applies what consumers have learnt from their PVRs - that they can have what media they want when they want it. TiVo’s initiatives have shown that this brave new media world can include advertising on demand as well.

The Detroit Free Press has the whole story.