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.
Oscar Nominees Delve Into The Art Of Editing At ACE Session
You couldn’t miss Sean Baker at this past Sunday’s Oscar ceremony where he won for Best Picture, Directing, Original Screenplay and Editing on the strength of Anora. However, earlier that weekend he was in transit from the Cesar Awards in Paris and thus couldn’t attend the American Cinema Editors (ACE) 25th annual panel of Academy Award-nominated film editors held at the Regal LA Live Auditorium on Saturday (3/1) in Los Angeles. While the eventual Oscar winner in the editing category was missed by those who turned out for the ACE “Invisible Art, Visible Artists” session, three of Baker’s fellow nominees were on hand--Dávid Jancsó, HSE for The Brutalist; Nick Emerson for Conclave; and Myron Kerstein, ACE for Wicked. Additionally, Juliette Welfling, who couldn’t appear in person due to the Cesar Awards, was present via an earlier recorded video interview to discuss her work on Emilia Pérez. The interview was conducted by ACE president and editor Sabrina Plisco, ACE who also moderated the live panel discussion. Kerstein said that he was the beneficiary of brilliant and generous collaborators, citing, among others, director Jon M. Chu, cinematographer Alice Brooks, and visual effects supervisor Pablo Helman. The editor added it always helps to have stellar acting performances, noting that hearing Cynthia Erivo, for example, sing live was a revelation. Kerstein recalled meeting Chu some eight years ago on a “blind Skype date” and it was an instant “bromance”--which began on Crazy Rich Asians, and then continued on such projects as the streaming series Home Before Dark and the feature In The Heights. Kerstein observed that Chu is expert in providing collaborators with... Read More