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TiVo Develops Ad Search Product for TV

By Nov 29, 2005

TiVo, Inc. is set to launch a television-based advertising search service in Spring 2006.

The service will deliver relevant, targeted ads to subscribers who opt-in to view certain ad categories, such as automotive, travel, telecommunications and consumer packaged goods. In a challenging marketplace, the service will allow advertisers to connect with motivated consumers. The ads will be delivered to subscribers based on key word searches, the company said.

“TiVo intends to capture the best of the Internet advertising model and create a unique advertising product for the television medium that will provide measurable results,” said TiVo president and CEO Tom Rogers, in a statement.

Alviso, CA-based TiVo said that it worked with a number of media and advertising agencies to develop the service, including Interpublic Media, OMD, Starcom Mediavest Group, The Richard’s Group and Comcast Spotlight.

In August, TiVo, which developed the first commercially available digital video recorder in 1997, launched an interactive direct-response advertising program where viewers could act on branded “tags” in certain TV spots.