[opendtv] TiVo fine-tuning its commercial strategy
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: undisclosed-recipient: ;
- Date: Sat, 22 May 2004 12:22:55 -0400
TiVo fine-tuning its commercial strategy
By Paul Bond
May 19, 2004
TiVo says its users skip about half of all primetime television
commercials. Nevertheless, TiVo thinks of itself as the advertiser's
best friend and not the mortal enemy some have made it out to be.
"It's a delicious irony," TiVo president Mary Yudkovitz said while
recently hosting an event for advertising executives in Santa Monica.
"TiVo didn't create commercial avoidance." He believes that honor
goes to the remote control, refrigerator and bathroom.
Part of the solution, in fact, are ads delivered to TiVo hard drives
that consumers will choose to watch -- which they have been doing in
large numbers when the ads are educational or entertaining or when
they're accompanied by a chance to win major prizes.
Some video-on-demand ads (or video-to-video, as the company
cryptically refers to them) are watched by as many as 20% of TiVo's
users. "The punch line is, viewers love it," Yudkovitz said of
TiVo-delivered commercials. And he offered up a few third-party
executives for unbiased proof of his assertion.
...
http://www.hollywoodreporter.com/thr/columns/tech_reporter_display.jsp
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