In the advertising industry, TiVo has had negative connotations like a lot of other four-letter words–until recently, that is. The company that is synonymous with ad-skipping has been busy creating new ways for advertisers to get their message across, and on Wednesday signed an agreement to sell research on the advertising-viewing habits of its customers to advertising agency Omnicom Media Group.TiVo signed an agreement with Interpublic Media in May to provide interactive advertising opportunities to its clients.
“As the only truly DVR-based advertising solution available today, TiVo is at the forefront in helping advertisers engage the consumer while allowing subscribers to maintain control of their television entertainment experience,” said TiVo’s CEO Tom Rogers. “The partnership is all about working with the key advertisers within the OMD and PHD business units {of Omnicom} to embrace the biggest change in television viewing, consumers fast-forwarding through commercials.”
OMD and PHD, as part of the agreement, have committed to purchase TiVo’s second-by-second advertising and audience measurement research. Omnicom and its clients will also buy advertising time on digital video recorders used by TiVo subscribers. Moving forward, Omnicom Media Group and TiVo will also partner to develop an exclusive engagement study that incorporates TiVo’s DVR behavioral data.
One of the ways in which advertisers can relay their messages to DVR users is through lengthy commercials provided on an opt-in basis–a more customer centered approach. In other words, subscribers can search for commercials that match their interests.
“We’re very pleased to enter into this new partnership with TiVo. Our clients will receive economies of scale on pricing and we will also have the opportunity to participate in TiVo’s second-by-second research while also participating in new TiVo service and platform initiatives,” said Daryl Simm, chairman and CEO of Omnicom Media Group.
Last month, TiVo announced the creation of TiVo Audience Research and Measurement (ARM), offering advertisers, marketers, networks and advertising agencies second-by-second data and analysis on DVR viewing. The data provides advertisers with insights into the viewership and effectiveness of their TV advertising by network, genre, day-part, time-slot, day of week and pod position.
While most consumers purchase TiVos for their ad-skipping capabilities, there are some commercials they find too compelling to skip over. Now Omnicom will have the inside scoop on exactly which commercials are too good to TiVo.
“Atropia” and “Twinless” Win Marquee Prizes At Sundance Film Festival
The war satire “Atropia,” about actors in a military role-playing facility, won the grand jury prize in the Sundance Film Festival’s U.S. dramatic competition, while the Dylan O’Brien movie “Twinless” got the coveted audience award.
Juries and programmers for the 41st edition of the independent film festival announced the major prizewinners Friday in Park City, Utah.
Other grand jury winners included the documentaries “Seeds,” about farmers in rural Georgia and “Cutting Through the Rocks,” about the first elected councilwoman in an Iranian village. The Indian drama “Sabar Bonda (Cactus Pears),” about a city dweller mourning his father in the western Indian countryside, won the top prize in the world cinema competition.
“It’s for my dad,” said writer and director Rohan Parashuram Kanawade. His late father, he said, was the one who encouraged him to pursue filmmaking.
Audiences also get to vote on their own awards, where James Sweeney’s “Twinless,” about the bromance between two men who meet in a twin bereavement support group, triumphed in the U.S. dramatic category. O’Brien also won a special jury award for his acting.
The U.S. documentary audience award went to “André is an Idiot,” a life-affirming film about dying of colon cancer. Other audience picks were “Prime Minister,” about former New Zealand Prime Minister Jacinda Ardern, and “DJ Ahmet,” a coming-of-age film about a 15-year-old boy in North Macedonia.
Mstyslav Chernov, the Oscar-winning Associated Press journalist, won the world cinema documentary directing award for his latest dispatch from Ukraine, “2000 Meters to Andriivka,” a joint production between the AP and PBS Frontline.
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