TiVo (Nasdaq: TIVO) thinks it has a better way to wring value from advertising dollars and has called upon "brands and advertisers" to find out what that is via the 30-day "TiVo Challenge."
TiVo's goal is to fight the increasing trend among consumers to record programming, then skip through their ads "by helping brands and advertisers understand the challenges they face in the age of the DVR," said Tara Maitra, TiVo's vice president and general manager of content services and ad sales in a news release. "Our interactive ad solutions are designed to grab viewers in homes where time-shifted viewing is the primary way TV is watched."
The challenge asks the ad community to "trade in the value of their least performing prime-time 30-second spot" and buy 30 days on TiVo with the thought that the TiVo technology will, as Maitra put it, "catch the attention of viewers while they are engaged, not solely during commercial breaks, and work to enhance the value of television sports."
- see this news release
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