TiVo Launches Ad-Sponsored Pause Menu

tv watcherPausing TV shows on a DVR is considered a bonus feature by many subscribers. TiVo wants your attention, and so do its advertisers.

TiVo, the digital video recorder company, is launching an ad-sponsored "Pause Menu" for its new TiVo Series2 subscribers. This means that a one-line text prompt from an advertiser can appear and direct viewers to get other content through the Internet when the pause button is used.

TiVo has already signed up Mercedes-Benz USA, which plans to use the feature to help promote its new GLK SUV model during college and NFL football broadcasts. In addition, Twentieth Century Fox Home Entertainment has come on board for its DVD and Blu-ray Dec. 9 release of "Dr Seuss' Horton Hears a Who."

The aim is to give advertisers an opportunity to target the highly desirable fast-forwarding viewers or with live viewers.

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TiVo has launched other products to capture viewers' non-program-watching activities. For example, it allows viewers the option of future recording a specific show when a promo for the show is displayed.

David Sandford, vice president of marketing and product management for TiVo, said in a release: "The launch of Pause Menu moves us another step closer to achieving our goal of providing a comprehensive suite of interactive advertising solutions designed to help the TV industry reach viewers in a DVR world."

 

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