NBC Universal, TiVo hook up on interactive ads
Everyone who owns a DVR swears by them, except for media and advertising agencies that worry that their messages are being skipped over by home viewers.
In order to help remedy the advertisers’ concerns, NBC Universal (NBCU) and TiVo announced today that they’ve entered into a multi-year strategic partnership. As part of the agreement, NBCU’s 14 TV networks and 10 NBC owned-and-operated TV stations will be able to sell TiVo interactive tags in combination with other NBC products, as well as subscribe to TiVo’s “Stop/Watch” second-by-second commercial rating service.
"This is a watershed moment for advertisers, broadcast and cable television and TiVo,” said TiVo president and CEO Tom Rogers. “We have been working tirelessly to help the media industry better understand and solve the significant strategic challenges they face in the age of the DVR. Partnering with a TV powerhouse like NBC Universal to bring TiVo's intuitive advertising solutions to a broad base of advertisers is a major step forward in the media industry's efforts to make sure advertisers are able to adapt to the new world of DVR based viewing."
The interactive tags will allow viewers to click on an icon when watching a commercial to obtain more information about that advertiser and then return to the exact place they exited viewing. Tags also provide advertisers with an effective way to reach live, time-shifted or fast-forwarding viewers and to achieve deeper engagement through the opt-in requests for more information.
NBC will also be able to offer its advertisers detailed reports on the results of ad campaigns that include TiVo interactive tags. Under the partnership, TiVo and NBCU will also work together to develop additional advertising products and will share revenue where appropriate.
Rogers said NBC is the first network to use TiVo’s Stop/Watch commercial ratings service which can measure audience viewing behavior and ad campaigns on a second-by-second basis, in both live and time-shifted viewing modes.