TiVo Mon. completed its journey from an ad-skipping service to on...
TiVo Mon. completed its journey from an ad-skipping service to one that inserts ads when it unveiled plans for product placement. The service will insert ads after TV programs have played on its PVRs and “there is nothing left…
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to fast forward through,” the company said in a statement. The placement program will let advertisers buy ads against specific shows, programming genres or TV series. A button to access the up to 2-min. post-program ads will appear on the TiVo menu overlay after a program ends. First to buy ads were Burger King, General Motors, MasterCard Worldwide, The Weather Channel and Court TV, TiVo said. TiVo worked with Group M’s MindShare, MediaStorm and GSD&M to land the placement deals. The new service, which cuts out programmers altogether, is likely to irk broadcasters and cable operators. Broadcasters and MSOs have complained that the PVR service’s ad-skip option lets consumers bypass ads they've sold against. TiVo casts the new program as a way for advertisers to counter viewers’ tendency to skip ads in TV programs. PVR owners skip about 70% of conventional TV spots, TiVo has said. TiVo has widened its advertising push since CEO Tom Rogers’ arrival. TiVo and Omnicom Media agreed in Aug. that TiVo would research the efficacy of TV ads with PVR users, with Omnicom agreeing to buy the company’s second- by-second audience measurement research. In May, TiVo snared an agreement with IPG Media, enabling IPG agencies to get preferential buying on TiVo ad programs. TiVo and IPG also were to develop interactive ads.