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TiVo enlists Comcast Spotlight, other ad agencies for new ad search platform

Mon, 11/28/2005 - 6:48am
Jeff Baumgartner, CED

TiVo Inc. has set Spring 2006 for the launch of a new TV-based advertising search platform.

The ad search system will attempt to deliver relevant, targeted advertising to subscribers who opt-in to receive video ads from specific categories, including automotive, travel, and telecommunications.

Those ads will be offered to subs who search for a product by such categories or even keywords, TiVo said.

The unspoken aim is to come up with an alternative way for advertisers to reach viewers who tend to skip ads when watching programs recorded to the digital video recorder. The move could also recapture a portion of advertising dollars that have been lost to the Internet in recent years.

The effort will be backed by several media and ad agencies, including Interpublic Media, OMD, Starcom Mediavest Group, The Richards Group, and Comcast Spotlight, the ad sales division of Comcast Cable.

Earlier this year, Comcast and TiVo inked a non-exclusive, multi-year deal that will result in a customized version of the TiVo service and a DVR-based advertising platform.

"TiVo intends to capture the best of the Internet advertising model and create a unique advertising product for the television medium that will provide measurable results," said TiVo President & CEO Tom Rogers, in a release.

"It's the first of its kind in the industry, and a platform that is clearly needed in this challenging advertising marketplace," added Tracey Scheppach, vice president and video innovations director at Starcom.

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