Branded Entertainment, a VNU-operated Web site, has run a good piece on TiVo's plan to launch an advertising-on-demand system, which has raised some eyebrows in the media business. Writer Brian
Morrissey quotes various industry sources, including TiVo chairman Tom Rogers, on the viability of the plan, which has been likened to Google's enormously successful keywords ad model. Branded
Entertainment's Morrissey: "Will TiVo users seek out commercials, when they tend to skip them on TV? The first hurdle, [Tom] Rogers admits, is getting viewers comfortable with the notion of using
their TVs to search for product information. But he points out that the average TiVo user already makes 350 different clicks a day. 'That, I submit, is a very active and engaged viewer,' [Rogers]
said." Forrester Research analyst Josh Bernoff said he's doubtful that even the most engaged TV user will want to watch "typical" TV pitches using their TiVo box, but he imagines a place for
longer product demonstrations. "It's halfway between a commercial and a Web site," he explained to Branded Entertainment.
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