TiVo to offer advertisers a way around ad avoidance

by Staff,, Brand Republic 18-Nov-04, 08:30

LONDON - Those looking to avoid ads could have a problem as TiVo, the original personal video recorder, is to offer advertisers a service that allows them to be seen even as viewers try to skip ads.

The new system will mean viewers get to see advertising and logos even when they are in the process of skipping.

Kimber Sterling, director for advertising and research sales at TiVo confirmed reports of the service, which was first reported in The Los Angeles Times.

The services includes what are described as "fast-forward tags," that will see advertisers pay for their logos to be featured in much the way that many cable and satellite channels already do.

TiVo plans to launch the service in March and said it was already in talks with more than 30 of the biggest US advertisers, including the automotive firms and Hollywood studios.

Ad avoidance in the US and UK is becoming an increasing problem as the numbers of personal or digital video recorders, such as TiVo and Sky+, rise.

Recently Charles Allen, ITV's chief executive, said he wanted to see on-screen logos introduced during a show rather than just at the beginning and end, as part of an attempt to beat ad avoidance.

If media watchdog Ofcom gives the go ahead, ITV could extend its sponsorship deals with the likes of Cadbury for 'Coronation Street' and Nokia for 'X Factor' to small logos throughout the programme displayed on screen throughout its programmes to beat the threat from PVRs.

The new TiVo service for advertisers will mean viewers who fast-forward will see small pop-up ads or logos related to some of the brands represented in the ads that are being skipped.

TiVo spokeswoman Kathryn Kelly said: "It is just another way for advertisers to show their brands in a less intrusive way than traditional advertising."

TiVo later hopes to extend the service to allow advertisers to further interact with viewers, who will be able to buy products and take part in surveys.

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