By Carolyn Giardina
LOS ANGELES --TiVo (NASDAQ: TIVO) recently announced plans to offer a television-based advertising search service, which would use the company’s DVR (digital video recorder) product’s TV search capabilities to deliver targeted advertising to subscribers who want to view particular advertising categories. On the heels of this news, the company’s CEO Tom Rogers elaborated on TiVo’s strategy toward advertising last week at the Digital Entertainment & Media Expo (DEMXPO), held Nov. 30-Dec. 1 at the Hyatt Regency Century Plaza in Los Angeles.
Leading media and advertising agencies including Interpublic Media, OMD, Starcom Mediavest Group and The Richards Group, as well as Comcast Spotlight, the advertising sales division of Comcast Cable, have worked with TiVo on the development of this new ad search function. Agency R&D techniques will help determine relevant categories of interest, such as automotive, travel, telecommunications, and consumer packaged goods, as well as to arrive at relevant pricing models.
During his DEMXPO presentation, Rogers asserted that there are numerous changes occurring in the public perception of TiVo, as well as the digital video recorder (DVR) space as a whole. Among those is acceptance that skipping is here to stay, and a realization that skipping could offer something to advertising. He related that TiVo’s “more advertising friendly” focus could provide new way to reach viewers, tying TiVo functions with consumer viewing habits.
Rogers suggested that the pause feature is “key to advertising initiatives in DVR platforms– you can pause and you don’t miss anything. You can spend 30 seconds or 10 minutes [with an advertisement] and not disrupt viewing.”
With these and other DVR user trends in mind, Roger suggested that TiVo’s new advertising search function, which will be implemented in ’06, “is something we do think consumers will care about. It’s a tool for consumers that will not interfere with their viewing of programs…It will allow viewers to proactively use advertising.”
Looking ahead, Rogers suggested that audience measurement and accountability is becoming more important, and DVRs such as TiVo can offer that service. “Television advertising will increasingly be subjected to [comparisons to measurement features] already available on the Internet. We are focused on taking what Goggle and Yahoo have done and bringing it to TV.
“We are looking to further differentiate TiVo from the rest of the DVRs,” Rogers concluded. “We have incredible depth in engineering talent and have begun to turn customers on to simple, elegant opportunities.”
Director Jack Begert Joins Biscuit For His First Commercial Representation In U.S. & U.K.
Biscuit Filmworks has added filmmaker Jack Begert to its roster in the U.S. and U.K. This marks Begertโs first representation in advertising, building upon his acclaimed work in music video and film. He is best known for his striking aesthetic and surreal use of visual effects, displayed in his feature film debut Little Death, which won the NEXT Innovator Award at the 2024 Sundance Film Festival. The film stars David Schwimmer, Gaby Hoffman, Dominic Fike, and Talia Ryder, and was produced by Darren Aronofsky.
Miami-born and L.A.-based, the USC Film School graduate began his career in VFX and as an editor. Begert has worked with iconic musical artists including Kendrick Lamar, SZA, Flying Lotus, Childish Gambino, and Olivia Rodrigo, and has independently directed international campaigns for brands such as Apple, Converse, New Era, and Reebok.
Shawn Lacy, founding partner of Biscuit Filmworks, said of Begert, โWe are such fans of his work--and of him as a creator, thinker, collaborator, and great guy.โ
โMy creative approach is often about trying to discover something unexpected in the filmmaking process,โ said Begert. โBiscuit is a place where I can bring my own perspective to the work and still feel supported. That philosophy is clear from the talent they represent, and Iโm excited to join their roster.โ
โJackโs work blew me away the moment I first saw it,โ said Rupert Reynolds-Maclean, managing director at Biscuit Filmworks UK. โHe is a modern young director who clearly cares deeply about both craft and the necessity for it in his storytelling. Everything always pushes the narrative forward. Weโre looking forward to making great work together.โ
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