New TiVo Interactive ads launch.

[dylanemcgregor]

I thought I would start a new thread with the Press Releae in the first post, so that when the masses start coming here complaining, at least they will have the official statement from TiVo right at the top.

http://biz.yahoo.com/prnews/050718/sfm008.html?.v=14

Originally Posted by TiVo

ALVISO, Calif., July 18 /PRNewswire-FirstCall/ -- TiVo Inc. (Nasdaq: TIVO - News), the creator and leader in advertising solutions and television services for digital video recorders (DVRs), today launched its next generation interactive advertising technology solution with advertising campaigns from General Motors and The WB Television Network, two of the world's foremost brands.

The new features build on the history of innovative advertising solutions developed by TiVo and integrate client feedback received over the past three years. These features include:

-- Enabling advertisers to insert a customized call to action or branded
"tag" in their commercial, replacing the generic ad tags previously
used by TiVo's advertising clients;
-- Ensuring advertisers' traditional TV spots will be more visible in TiVo
homes, whether viewed in normal play or fast forward mode;
-- Enhance the TiVo customer's experience by allowing them to select the
tag and "telescope" from the traditional 30-second ad while pausing
their program to view long-form content, requests for information, or
recording opportunities which will enhance the viewing experience;
-- Providing advertisers with the ability to receive leads directly from
their TV spots, with the viewer's consent, so advertisers can track
leads to conversion and ensure a qualified return on investment;
-- Additional data for advertisers to gain a better understanding of the
effectiveness of TiVo's proprietary tagging feature, the strength of
their creative executions, and the efficacy of their television media
buying strategy.

TiVo's new advertising technology is designed so that TiVo subscribers retain control over their viewing experience, while giving advertisers new tools to engage interested consumers.

David Courtney, Executive Vice President, CFO, and head of TiVo's media and advertising services business, commented, "TiVo's proprietary advertising technology presents a real opportunity for advertisers to enhance the effectiveness of traditional television advertising. Our platform enables advertisers to reach an attractive demographic. Launching with established advertising partners like GM and The WB Network is a validation of TiVo's success and leadership in the interactive advertising space. We are pleased that these corporations have been working with TiVo for so long and are the first advertisers to capitalize on this new feature set."

As part of this announcement, General Motors, the world's largest automaker and a long-time TiVo advertiser, will extend its partnership with TiVo and will be the first car manufacturer to use TiVo's new customized tags for its OnStar, GMC, Chevrolet, and Saturn brands. Using TiVo's new tagging technology, viewers will be able to instantly access additional promotional footage and request information directly from GM.

GM's General Director, Advertising and Media Operations, Betsy Lazar said, "Having worked on various interactive advertising campaigns with TiVo over a number of years, we have had great success. We look forward to our potential customers having the ability to learn about our product in more detail than ever before. This is a step forward in allowing consumers to shop and discover the GM portfolio of products in a revolutionary new way."

In addition, The WB Television Network will be TiVo's first television network partner to utilize the new TiVo custom record tags. The network will use the new technology in conjunction with promotional spots for upcoming WB shows. By pressing the green thumbs-up button on their TiVo remote, viewers will be able to record a single episode or the show's full season on their TiVo.

The WB Television Network's Co-President of Marketing, Lew Goldstein, said, "Our viewers are younger and eagerly adapt themselves to new technologies. TiVo's advertising technology gives them added convenience and greater flexibility when deciding what content they would like to record. It also gives us the opportunity to remind our audience when to tune in to catch their favorite WB shows."

"With our partners' feedback, we have worked continuously to develop a leading ad platform that is relevant and exciting for TiVo subscribers and at the same time makes it valuable for advertisers," said Courtney. "The advertising industry is ever-changing, and TiVo is uniquely positioned to lead the industry by continuing our history of innovation."

According to Mr. Courtney, "Companies today are spending an estimated $60 billion a year on broadcast advertising. Ours is the only DVR to effectively enhance traditional TV advertising via a branding and direct response platform. Existing TiVo advertisers are already well ahead of the competition, learning about what type of content consumers will voluntarily view, how their traditional television media is consumed in a DVR home and what types of interactive advertising features can enhance their advertising messages as the technology develops."

TiVo's partnerships with service providers such as Comcast and DIRECTV, along with its loyal customers, provide a solid platform for advertisers to reach television viewers.

Comcast, the nation's largest cable television provider, announced earlier in the quarter that it would deploy TiVo's innovative advertising platform on Comcast's existing DVRs beginning next year. In addition, TiVo announced the signing of a new services agreement with DIRECTV, extending the companies' prior services agreement.

[filburt1]

I will be the first of what I believe will be more than one post that I would consider cancelling my TiVo service if they start pushing ads, no matter how subtle, during recorded content. Is there any likely way to forcibly opt-out of such advertisements, whether it be complaining to a CSR or other official means?

[TiVoBill]

These enhanced advertising features were added back in January 2005. The press release and related stories today are about the first large users of that technology. We have an article on our support site that answers some questions that customers might have.

[morac]

Point number 2 sounds basically like the "pop up" ads that TiVo was testing (hopefully they got the kinks worked out). Everything else sounds like exactly what we have today (showcase) except that it gives more control (to an extent) and more feedback to advertisers.

The only thing as far as the users are concerned is the billboard ads. So if you hate the billboards ads you'll hate this. If you don't care or like the billboard ads then you won't care about this.

[d_anders]

General Motors and The WB Television Network, two of the world's foremost brands

Calling the WB Television Network a leading world brand is a bit of a stretch. But, giving that it's a news release and it's a customer of Tivo's, it's understandable posturing...

I have no problem with this type of advertising. If I like something, a tv show, or a given product, I like the idea of "opting" with my "thumbs up" so that I get more information or wish to schedule a corresponding recording. Otherwise, I'll just ignore what doesn't have relevance for me, just as I do today...

If the process turns out to be detrimental to the TiVo/DVR experience, then I'll certainly make my voice heard.

[dylanemcgregor]

Originally Posted by morac

Point number 2 sounds basically like the "pop up" ads that TiVo was testing (hopefully they got the kinks worked out). Everything else sounds like exactly what we have today (showcase) except that it gives more control (to an extent) and more feedback to advertisers.

The only thing as far as the users are concerned is the billboard ads. So if you hate the billboards ads you'll hate this. If you don't care or like the billboard ads then you won't care about this.

Exactly, I am pretty sure this is just the widespread rollout of the ads that they tested a couple of months back for The Negotiator. I too hope that the bugs are worked out, and I hope they took notice of some of the customer feedback and have made it so the ad does not appear smack dab in the middle of the screen. Other than those two things, I have no problem at all with these type of ads, and in fact I think they might be pretty cool. OMMV.

I am without TV for a couple of more months so I will not be able to see these first hand for awhile, but I would like to hear from people who do see them.

Dylan

[dylanemcgregor]

I thought I would copy and paste the text of the FAQ from The TiVo website here for people who do not follow the link. Hope that is OK.

Originally Posted by tivo support

TiVo recently announced some new interactive features. These features will allow customers to access video and Showcase content by pressing the THUMBS UP or SELECT button on their remote when a customized icon (ad) is displayed during a commercial. Clicking the button on the remote will take the customer to a Showcase, a scheduling screen, or a short video. There are some important things to keep in mind:

* You are always in charge. You can decide which ads interest you and respond by pressing the THUMBS UP or SELECT button on your remote.

* Some of these icons may allow you to request more information about a product or company. You will always be asked to confirm any such request, and will be asked to agree to share contact information with that company. TiVo never shares your information with other companies unless you specifically request it. More information about our privacy policy can be found at www.tivo.com/privacy.

* You can still skip the commercials in the same way that TiVo allows you to do now. There is no additional delay and you are not forced to watch ads.

* You can still see the video in the background when fast-forwarding or rewinding. The new icons only cover a small portion of the screen and are only visible for a commercial that is branded to display one. Pressing CLEAR on your remote will make the icon disappear.

Note: These customized icons that appear when you use Fast Forward or Rewind are part of the TiVo service and cannot be removed.

[TechDreamer]

Tivo is so lost.

Customers are wondering if Tivo is ever going to fix the broken software update (Pixellation) and this is the junk we get.

Tivo is now the new "Real Audio".

[MattDing]

Here we go again.

There goes Coffe House for the next month.

This is not new. We've been there, done that.

I think this bears repeating: If you like your TiVo, then things that are good for TiVo, Inc. are good for you.

[tbone526]

I don't think this is that big a deal. We still maintain control and can FF through commercials just like we do now. But if something catches your eye, it makes it even easier to get more info.

I did a survey on this site not long ago, and a LOT of people still at least scan the commercials and stop if something interests them.

We're GAINING functionality, not losing it. It's not like we'er being tied to the couch and forced to watch commercials. (Although if you're tied to your couch, commercials are probably not foremost in your mind).

[manielse]

GAINING functionality would be to fully distibute HME on all Series 2 boxes.

I really don't care about the advertising, I'll ignore it like I ignore ads on webpages...

[hiker]

Will this apply to the series 1 Directv TiVo and the HD Directv TiVo or just stand-alone TiVo?
I read the support page and it does not mention.

[SoBelle0]

Originally Posted by MattDing

If you like your TiVo, then things that are good for TiVo, Inc. are good for you.

Well said Matt.

From my reading, today and in the past, TiVo has made several decisions in an effort to make it beneficial to the customer (us) and the bottom line (TiVo & advertisers). So while it's not going to make everyone happy - what would? - I think the majority of people will surely be able to figure out how to make it work for them.

[dylanemcgregor]

Originally Posted by manielse

GAINING functionality would be to fully distibute HME on all Series 2 boxes.

Should be coming sometime this summer to the DVD burner models, according to TiVoBill.

Dylan

[manielse]

Sometime this summer would be good, end of year...bad.

[jwreiner]

I really don't care much about the ads, and I think I understand why TiVo has implemented them. But TiVo and I definitely have different goals, and they are in conflict as least as much as they are in harmony. If TiVo could make larger profits by doubling their fees, they would (if, for example, the competitive environment they faced shifted or they had patents on DVR technology that locked out all competition)

This would not be good for us. It would be very good for their shareholders.

Originally Posted by MattDing

Here we go again.

There goes Coffe House for the next month.

This is not new. We've been there, done that.

I think this bears repeating: If you like your TiVo, then things that are good for TiVo, Inc. are good for you.

[TiVoBill]

Originally Posted by manielse

Sometime this summer would be good, end of year...bad.

Still on schedule for this summer.

[manielse]

I love hearing news like that, thanks Bill. It just kills me to run both HMO and HME apps that do the same thing.....

[HDTiVo]

TiVoBill:

Is there any reason a programmer could not use this technology to implement some interactivity into its actual content? For a examples: a news program with a link to more detail on a story; a TV show with an alternate ending.

Thanks.

[Vrodaire]

I'm new here, and fairly new to TiVo. But here's what I see, and what I fear:

TiVo's leaning towards advertisers $'s, which symmetrically leans away from what I like most about TiVo. (I'm not forced to watch commercials yet, but it's continually getting closer) When I initially found out that owning a TiVo allowed me to watch what I wanted, when I wanted, and nothing else, I tried it (and when I found out just how good it was, I bought a 2nd unit for my office).

But I fear the campaigns and statements a few are already making, that we should feel the 'emperor is or will be wearing better, grander clothes!' when he isn't: So many are already saying "If it's good for TiVo, it's good for us!" (that's simply not true, as someone else pointed out). [personally I don't see this as good for TiVo either, but I won't claim to know that's a fact]

I saw this in a press release:

"Advertising is a substantial growth area," Sterling said. "It is not a material revenue for us yet relative to our overall revenue picture."

TiVo says TV advertisers, facing dwindling TV audiences, are anxious for new ways to reach TV watchers and insists that viewers like to watch its special ads -- despite the fact that the ability to skip commercials is one of the chief reasons that consumers buy DVRs.

Viewers do NOT like to watch ads in general -- someone can start a poll if they like, but all the people I'm talking to are really frustrated, and fearful that the device they 'all know and luv' is about to morph into something noticably different. [we're the ones totally devoted and convincing everyone we can to get one] I'm not sure what's going on financially for the company, but if TiVo ends up with a competitor that leans more towards me than advertisers money; I'll have to watch.

Anyone else hating commercials seen in theaters now, only because they HAVE to watch them to see the movie? We don't go to movies to see commercials, and we don't buy TiVo's to see commercials -- maybe I'm just fanatical about this, but if there was a machine that automatically forwarded past commercials, I'd be interested. I'd just rather stay with TiVo who leapt out to do things right and succeeded... than leap with someone else who might be headed off a cliff.

There is that tired old cliche' "If the horse aint broke, don't fix it". I want the old horse, and I don't want to change it: Watch what I want, when I want. Please; don't head down the path that ties me back into the chair to watch what advertisers $ decree. TiVo gave us freedom, let us keep it as well.

If you're wondering what I see for TiVo as a company, I see them taking more money for advertising, and catering to it, which loses them customers, and if taken too far, will lose so many customers that advertisers won't be that interested. So then, they'll have nothing. At that point they might blame wishy-washy, unloyal customers -- I imagine both customers and the company will feel 'let down'.

[TiVoBill]

Originally Posted by HDTiVo

TiVoBill:

Is there any reason a programmer could not use this technology to implement some interactivity into its actual content? For a examples: a news program with a link to more detail on a story; a TV show with an alternate ending.

Thanks.

I don't know of any plans to offer that feature, but I'm sure it would be possible in the future.

[Moebius]

Originally Posted by HDTiVo

TiVoBill:

Is there any reason a programmer could not use this technology to implement some interactivity into its actual content? For a examples: a news program with a link to more detail on a story; a TV show with an alternate ending.

Thanks.

RoboCop or Starship Troopers anyone?


"Would you like to know more?"

Truth be told, I like the idea... there's alot of potential there.

[tbone526]

Please note that TiVo has stated:

* You can still skip the commercials in the same way that TiVo allows you to do now. There is no additional delay and you are not forced to watch ads.

That tells me that we can still FF, and those of you with 30 sec skip enabled can still use that. TiVo knows it's out there (since they put it in), and I'm sure they know that disabling it would truly cause a revolt.

Originally Posted by Moebius

RoboCop or Starship Troopers anyone?


"Would you like to know more?"

Truth be told, I like the idea... there's alot of potential there.

I -KNEW- I had seen this idea in a movie, but couldn't remember which one.

What I like about this idea is that with the right delivery system, I don't think it would be that difficult to implement. The incremental costs of having the information would be almost nil, since a reporter might spend hours on a story that gets reduced to a 45 second clip on the nightly news. A lot of information does NOT get presented, but could be made available if we were able to select the option for it.

This is the same as advertisers reducing all their info to a 30 or 60 second commercial spot, but having a LOT more information they'd like to pass on. If a product catches your eye, such as a new car or a new gadget, I think it's great to be able to ask for more detailed info simply by pressing the thumbs-up.

[RoyK]

Here's Forbe's take on it


NEW YORK -

Missing the point? Digital video recording company TiVo (nasdaq: TIVO - news - people ) made its name by offering TV viewers two unprecedented options: instant replay and freedom from irksome commercials. The service thrilled couch potatoes but gave sleepless nights to advertisers--not to mention the network broadcasters they help support. Now, TiVo has announced a plan sure to please sponsors. How its subscribers react is another matter. Led by Vice Chairman, President and Chief Executive Tom Rogers, the company said it will insert symbols that signify specific advertisers and products during breaks--rendering them harder to overlook when a viewer skips through them. According to an Associated Press report, viewers who actually are interested in learning more about said sponsor can pause the show to download a so-called "long-format" ad or get more data about the product.
TiVo will launch the new campaign with ads for General Motors (nyse: GM - news - people ) and the WB Network, a broadcast arm of Time Warner (nyse: TWX - news - people ). The AP quoted TiVo Chief Financial Officer David Courtney as declaring, "TiVo's proprietary advertising technology presents a real opportunity for advertisers to enhance the effectiveness of traditional television advertising." Perhaps. But let's hope the new plan will not become too intrusive: Now that other firms are delving into DVR technology, TiVo customers may not only skip the ads...but skip TiVo.

[RoyK]

Update to Forbes article above:
http://www.forbes.com/associatedpres...ap2143488.html

copied below

Associated Press
Update 1: TiVo Wants You to Watch Commercials
07.18.2005, 12:22 PM

Digital video-recording company TiVo Inc., famous for helping customers skip commercials on their favorite television programs, is taking steps to encourage viewers to watch them.

TiVo, based in Alviso, Calif., has announced plans to insert symbols that identify advertisers during commercial breaks, making them more visible even when a customer is fast forwarding through them.

The ID tags are designed to alert TiVo customers to certain products. If customers are interested in learning more, they can pause the show they are watching to receive a "long-format" commercial or obtain information about the product. The new campaign will be launched with General Motors and The WB Network commercials.

"TiVo's proprietary advertising technology presents a real opportunity for advertisers to enhance the effectiveness of traditional television advertising," said TiVo chief financial officer David Courtney.

But encouraging TiVo customers to download ads could be a tough sell, analysts have predicted. People subscribe to TiVo's service, which allows customers to make video recordings of their favorite TV shows, precisely to avoid commercials.

The new commercial strategy is the latest attempt by TiVo to generate ad revenue for the company, which has yet to turn a profit since its founding in 1997.

Despite the company's loyal following of 3.3 million subscribers, TiVo has labored to increase its subscriber base. In its first-quarter report in May, TiVo reported a loss of $857,000. The company has said it would reach profitability in the fourth quarter.

[manielse]

Originally Posted by HDTiVo

TiVoBill:

Is there any reason a programmer could not use this technology to implement some interactivity into its actual content? For a examples: a news program with a link to more detail on a story; a TV show with an alternate ending.

Thanks.

WOW, a real use for this feature! If I recall, I think that was what WebTV was suppose to be. Get more info on the things that you are watching.

Advertising is a nessesary evil and I think this will still be better than watching 3 minutes of commercials. I haven't seen this feature yet on my TiVos but I'd have to imagine that it's better than XM radio's annoying adds or dj's on their "commercial-free" network.

I don't mind advertising for things I care about but I'm a strong believer of ME searching for it rather than THEM pushing it. I think this is why I'm more acceptable to direct mail and newspaper ads than TV and Radio ads. I can let my eye wander to the ad and look deeper at it if I choose. To TiVo's defense, this *might* be my way of wandering a TV ad (though I doubt it). There have been times I've been fast farwarding and then rewind when I saw a commercial of interest and I'm sure that all of us have done that.

As long as TiVo doesn't ruin my experience, I'm ok with it. Now when the Series 3's come out, I might take this into consideration versus other options though.

[macattackman]

I think TiVo is now fighting the perception that they are anti-consumer, just look at the headline:

TiVo Wants You To Watch Commercials

Granted, 30 second skip will still zoom right over these but to Joe consumer, what does he see? Commercials through TiVo, why not go with my cable companies DVR?

In fact, I just switched to my cable companies DVR because it offered HD and then I dumped my SD TiVo and am now using Microsoft Media Center. I don't miss the TiVo interface that much [it has begun to seem a bit dated to me anyway]

It seems to me that TiVo and Microsoft are in the same spot: trying to appease *both* the content providers AND the consumer -- this is a no win situation [so, why did I go with MCE, another story for a followup post]

I'd like to see TiVo add some functionality I could actually use:


-Two-way TiVo To Go: I have a terrabyte of storage at home, why can't I offload content from my TiVo to storage and then upload it *back* to my TiVo when I want to watch it?

-Editing built in to TiVo: I want to step through a video I have, hit thumbs up and set a mark for begin delete and then hit thumbs down and set an end mark, then hit enter and I delete that segment from my recording -- why do I need 20% or so of my recordings devoted to commercials I *never* watch

-HD [though I'm in a distinct minority and I suppose I am in all 3 of these points but I think most TiVo adopters are geeky in some sense]

Originally Posted by MattDing

Here we go again.

There goes Coffe House for the next month.

This is not new. We've been there, done that.

I think this bears repeating: If you like your TiVo, then things that are good for TiVo, Inc. are good for you.

[bmgoodman]

The ads first came out early this year, but a glitch forced them to make them transparent so as to not cover the shows themselves. I have not followed this since, nor have I noticed any of these so-called billboards. I am reserving judgment until I ACTUALLY SEE ONE. If it isn't intrusive, there are some ads where I would actually click to see extended versions--like when I'm looking to buy a new car.

In any event, it is interesting that about the time Tivo is rolling out these new ads (for GM etc.) they have a glitch where Home Media / Tivo To Go goes missing. Coincidence? Or do we have a case where inserting these new ads actually broke some working Tivo code?

[dgh]

Originally Posted by macattackman

I think TiVo is now fighting the perception that they are anti-consumer, just look at the headline:

TiVo Wants You To Watch Commercials

"Now"? There were TiVo headlines at least as good as those in the 90s. Each time TiVo does something that it has always said it would do, people treat it as major news.

[macattackman]

Yeah but in the 90s could you get a DVR from your cable company?

My cable company started pushing DVRs about 2 years ago (but then again, I live in the sticks).

Originally Posted by dgh

"Now"? There were TiVo headlines at least as good as those in the 90s. Each time TiVo does something that it has always said it would do, people treat it as major news.