Interactive TV ads work, and TiVo’s serving billions of ‘em — and getting more repeat clients.
That’s according to Tara Maitra, TiVo’s senior vice president and general manager of content and media sales.
She says TiVo has delivered 1.95 billion interactive ad impressions year-to-date through September, after serving 2.4 billion in 2010.
Cable operators have been touting their success in ITV advertising — but to Maitra, TiVo’s far ahead in terms of scale relative to the company’s smaller subscriber base (see Comcast Delivers More Than 2.7 Billion Interactive TV Ad Impressions, Cablevision: Interactive TV Ads Work Very Well and Canoe’s Orduña: 35.3 Million Interactive TV Overlays Served).
Note that Comcast Spotlight’s interactive footprint is about 15 million households, and Canoe claims more than 22 million. TiVo had just 1.928 million subscribers as of July 2011.
Whereas the click-through for Web banner ads is around 0.1%, TiVo’s is “more like 0.5%,” Maitra said. “I think our response rate is so high because it’s opt-in and very unobtrusive.”
And clients are increasingly coming back for more, she says. From 2009 to 2010, TiVo had more than 50% of its clients as repeat business. For 2010 to 2011, it’s up to 62%. Advertisers can buy a variety of ad units, including ads that appear during DVR pause; on the program-delete screen; and in a series folder. TiVo even sells placements by program and by genre.
“For TiVo, it used to be a test-and-learn campaign. Now we see that we’re being considered as part of advertising plans,” Maitra said.
And, she added, the ads appear in TiVo DVRs distributed through cable operators. Right now, they’re on RCN-supplied TiVos and ads will be coming to Suddenlink, Charter and other operators with distribution deals. “We’ll get subscriber growth through our MSO partners,” Maitra said.
Programming Note! Don’t miss the Multichannel News breakfast panel discussion at SCTE Cable-Tec Expo 2011 in Atlanta, Video’s Next Act: Setting the Multiscreen Stage, on Tuesday, Nov. 15, right before the opening general session. Click here for more info: www.multichannel.com/SCTE2011.