TiVo Inc., in partnership with media and ad agencies such as Comcast Spotlight, will develop an advertising-search engine for its digital-video recorders -- a function that will be available to consumers by next spring.
TiVo already sells taggable commercial spots to advertisers, where viewers can click on an icon during an advertising spot to request further information. That business has been very successful for the company, vice president of national advertising sales Davina Kent said.
The new service will be less of a "push" experience and more "pull," where consumers can enter a keyword and search for product information on participating advertisers. The advertising material will be delivered overnight, as is the programming content consumers order to be recorded on the home hardware.
Comcast Spotlight and other partners Interpublic Group of Cos., OMD, Starcom MediaVest Group and The Richards Group were selected to help develop the search product because they have been the most aggressive as far as supporting interactive applications, Kent said.
Searchable spots will include traditional commercial spots, as well as long-form content. During development, TiVo and its partners will determine the pricing of the product for advertisers, such as whether advertisers will compensate TiVo on a pay-per-click basis.