Ad skippers, beware.
TiVo is out with a new tool to get ads in front of viewers who like to hit that fast-forward button when the commercials air.
Burger King, GM, MasterCard Worldwide, The Weather Channel and Court TV all plan to begin using the service, called Program Placement, next week.
The catch is, viewers have to request to watch the ad.
The ads are placed at the end of TiVo-recorded programs and after a viewer watches the program, he is given a menu of several choices, where he can request to watch the ad or delete the program.
"What's unique about this program is that advertisers can select a TV program that represents their target audience," said David Sandford, VP-marketing and product management, TiVo service provider/media and advertising division.
Costs for ad placements vary based on the TV program and audience, he said.
The Weather Channel will use the program to introduce two of its meteorologists, Stephanie Abrams and Mike Bettes, and showcase their reporting as background for a new program, Abrams & Bettes.
"The Weather Channel is always interested in new ways to reach and impress viewers," said Lynn Brindell, senior VP-marketing, The Weather Channel in a statement. "This unique opportunity lets us present the drama and spectacle of weather to viewers of some of TV's top programs, broadening their perception of our brand."
GM said the service would provide a new venue to communicate relevant information to consumers in a targeted, measurable way.
TiVo has 4.5 million subscribers and is based in Alviso, CA.
