Technology

TiVo Offers Direct-Response Advertising

8/01/2005 8:16 AM Eastern

TiVo Inc. said Monday that five companies have agreed to use its next-generation advertising-technology solution for direct-response programs.

Ameriquest Capital Corp., E*TRADE Financial Corp., Nautilus Inc., Novartis AG and McNeil Consumer & Specialty Pharmaceuticals’ Tylenol will be able to insert customized calls to action or branded "tags" in their commercial spots, eliminating the need for long-form advertising content and leading to a better response rate over traditional direct-mail campaigns, TiVo said.

“TiVo continues to lead the advertising industry in technological advancements and innovative advertising solutions by enabling advertisers to reach the most interested and highest-value consumer,” TiVo executive vice president, group executive of corporate products and services and chief financial officer Dave Courtney said in a prepared statement.

“These new features allow TiVo to partner with leading pharmaceutical and financial companies with significant experience in the direct-response space,” he added.