TiVo's Tom Rogers described some of the solutions TiVo has that can preclude the dreaded ad-skip. "We are working with agencies and CMOs. We have developed many forms of inventory and
there is no one way to get a viewer to go into an ad, there are many ways to catch viewers' eye with ad, that they won't watch, there are many wasy to engage; tags fullscreen billboards,
insertions. And there are many more forms of inventory to come.
He says one way to do TiVo is product placement that is immediately actionable.Â
"Right off the ad," he says. "We have 3.5 million homes; we will be in many more."
He adds that the benefits of the right kinds of DVR ad placements are strong ROI via
Internet-type measurement. "We have second by second measurment tools to give tv advertising all the accountability of the Internet, and it's more cost effective than TV.Â
There's huge potential for increased efficiency."