Saturday, May 13, 2006


TV Ads: Watch it? Skip it? Interact With it?

We have gone from an era of watching TV ads (without choice) to an era of skipping ads (thanks to Tivo and DVRs). Now it looks like, we are entering an era of interacting with the TV ad much like we do with a computer. This is inevitable given the convergence underway.

Tivo has unveiled its first interactive TV ad. According to Techweb..The application, called the Lexus Car Configuration Tool, will be available on a broadband-connected TiVo Series2 digital video recorder. TiVo and Lexus are hoping that people interested in luxury cars will take a break from their TV watching and play with the tool that allows them to customize a 2007 Lexus ES 350. In addition, the ad provides information on the model, a slideshow and the option to find a local dealer and schedule a test drive.

I think this is an experiment worth tracking because this also has implications for improved precision in the measurement of the impact of advertisements.

Will MSN, Yahoo and Google be far behind as they jockey to show superiority of IP Television.

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