TiVo, the leading brand of digital video recorder (DVR), announced that five advertisers have agreed to use its new direct-response advertising solution, which lets companies insert a call to action or branded tag into their commercial spots. By clicking on the tag, more than one million TiVo Series 2 subscribers can respond directly to ads while theyre in progress.
The advertisers are Ameriquest, E*TRADE, Nautilus, Novartis and Tylenol. They join General Motors and The WB Television Network, which, in July, became the first two advertisers to agree to use TiVos new advertising technology.
The technology makes advertisers spots more visible, both in play and fast-forward modes, and will enable them to generate leads, with viewers permission, as well as receive data from TiVo to gauge the effectiveness of their efforts. Customers will be able to click on a tag within an ad to pause the show theyre watching and view a longer commercial. They can also use the tag to request more information or record the ad.
Founded in 1997, TiVo Inc. (www.tivo.com), a pioneer in home entertainment, created a brand new category of products with the development of the first digital video recorder (DVR). Today, TiVo continues to revolutionize the way consumers watch and access home entertainment by making TiVo the focal point of the digital living room, a center for sharing and experiencing television, music, photos and other content. TiVo connects consumers to the digital entertainment they want, where and when they want it. TiVo is based in Alviso, California.