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Can’t Make Money When Consumers Zip Through Ads? TiVo Has a Pitch for That

Oct 11, 2010  •  Post A Comment

TiVo is finding a way to make money from many consumers’ habit of zipping through television ads, reports Claire Atkinson in the New York Post

The company is offering to tell advertisers which of their TV ads are the worst performers, the story says. Then TiVo suggests the advertiser transfer the ad dollars to an interactive ad that might, for example, "suggest a viewer order a Domino’s Pizza while deciding to keep or delete the latest episode of ‘The Office,’ she writes.

"While TiVo has been selling ad opportunities for the past seven years, news that upcoming Web-TV search service, Google TV, will initially be free of ads, is giving TiVo an opportunity to get more aggressive with its ad business."

4 Comments

  1. Why would anyone who skips commercials be tempted to watch an interactive ad? THat makes no sense at all. People skip commercials so they won’t have to watch them. It’s “watching” they are avoiding, not “skipping” they are seeking. If I want to see an ad that bad, I’ll look at it on YouTube.

  2. There is a simple solution to getting people to stick around during ad pods. I have worked in TV for 15 years. All some one has to do is ask me. Hint it’s currently being done in certain formats and venues!
    Bill Barnett

  3. There is a simple solution to getting people to stick around during ad pods. I have worked in TV for 15 years. All some one has to do is ask me. Hint it’s currently being done in certain formats and venues!
    Bill Barnett

  4. I find the same problem, people don’t look at ads much at all and are quick to jump through them and avoid them.

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