TiVo has introduced a new interactive technology that allows advertisers to place custom branded tags in its commercials, replacing the generic ad tags previously used by advertising clients.
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| New TiVo technology allows a brand message to be seen, even if the user fast-forwards through the commercial |
In addition, the new technology allows for branded tags to be viewed not only during normal play but during fast-forward mode as well.
When the customized icon pops up, TiVo users can use their remote to request additional information from advertisers or view additional promotional footage.
Longtime TiVo advertiser General Motors and TiVo partner The WB Television Network have each signed as the first brand and first broadcaster to use the new tags.
GM will use it in its OnStar, GMC, Chevrolet and Saturn-brand ads so viewers can instantly access additional promotional footage and request product information.
“This is a step forward in allowing consumers to shop and discover the GM portfolio of products in a revolutionary new way,” GM general director of advertising and media operations Betsy Lazar said in a statement. “We look forward to our potential customers having the ability to learn about our product in more detail than ever before.”
The WB Television Network will use the new tags in spots promoting its upcoming shows. The technology will allow users to record a single episode or an entire season.
The new technology will reach approximately 1 million TiVo customers.
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