• by Karl Greenberg , Staff Writer, October 18, 2008

TiVo CEO Tom Rogers says interactive ad companies have come and gone because they violate the basic tenet of DVR: viewers control it all.  "Interactive ads require you to view the ad somewhere. The answer is pausing the show while someone spends as much or little time as they want, allowing the consumer to remain in control.

This  is not about understanding video on demand,   this is about something more basic and fundamental: all the viewers across all channels all the time are fast fowarding, so  giving a more demo relevant version of ad to viewer doesn't change fast fowarding through the ad. Fast fowarding is a given.  Ads have to be more informative, iteractive and immersive, they must be entertaining commercials with measurability,  lead generation and even purchase transactions off remote control. I see a day when tv advertising when is more pwoerful with better ROI, and better for consumer."