advertising disruption

Advertising to the ad avoiders

The New York Times reports that TiVo is showing still ads to people fast-forwarding through the ad break – or pausing what they’re watching.

This is smart and in direct recognition that people don’t mind ads as long as they don’t get in the way.

“By catching them at a time when they’re pausing the program, when they’ve finished with a program,” said Tara Maitra, vice president and general manager of content and advertising at TiVo, “the viewer’s main reason for being there isn’t being interrupted.”

Seems so much more civilised than a 30 second spot. And you can easily imagine Google wanting a piece of this action.

TV AdWords anyone?

(Thanks to @adbroad  for the tip)

1 reply on “Advertising to the ad avoiders”

This reminds me of the JWT quote:
“We passionately believe advertising has a future, but only if we stop interrupting what people are
interested in and be what people are interested in.”

I’m not sure this TiVo tactic totally fulfills the latter half of JWT’s manifesto but it certainly does the first half!

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