Saturday, June 24, 2006
TiVo's Interactive Ad Capabilities
Auto manufacturer, BMW, has become the first advertiser to use the TiVo DVR platform's interactive advertising capabilities in the context of a regular television program rather than a commercial or promotion. The company embedded interactive tags in the premiere of an episode of the SPEED Channel show, "Test Drive" (also appearing in re-runs), that featured BMW automobiles, and in promotional spots leading up to the episode: the tags allowed TiVo subscribers to press a button on their remote, in order to access more information, schedule a recording of the program, and view an exclusive video on BMW's M-series cars. TiVo and BMW have a long-standing relationship: the auto manufacturer has previously promoted its 5 Series and 3 Series automobiles through TiVo Showcases (note: TiVo Showcases are on-demand, long-format ads that are automatically downloaded to a special section of the TiVo box's hard drive).