TiVo has started selling interactive ads in a race against other companies such as Cox Communications, the New York Times reports. The company has started selling ads that appear when viewers pause or fast-forward through a show, and ask them to press buttons for more information, for example, the newspaper says. “By catching them at a time when they’re pausing the program, when they’ve finished with a program, the viewer’s main reason for being there isn’t being interrupted,” TiVo general manager of content and advertising Tara Maitra tells the Times.
—Aimee Picchi