General Motors and The WB Television Network are the First to Use TiVo’s New Advertising Features
July 18, 2005 – ALVISO, CA – TiVo Inc. (NASDAQ: TIVO), the creator and leader in advertising solutions and television services for digital video recorders (DVRs), today launched its next generation interactive advertising technology solution with advertising campaigns from General Motors and The WB Television Network, two of the world’s foremost brands.
The new features build on the history of innovative advertising solutions developed by TiVo and integrate client feedback received over the past three years . These features include:
- Enabling advertisers to insert a customized call to action or branded “tag” in their commercial, replacing the generic ad tags previously used by TiVo’s advertising clients;
- Ensuring advertisers’ traditional TV spots will be more visible in TiVo homes, whether viewed in normal play or fast forward mode;
- Enhance the TiVo customer’s experience by allowing them to select the tag and “telescope” from the traditional 30-second ad while pausing their program to view long-form content, requests for information, or recording opportunities which will enhance the viewing experience;
- Providing a dvertisers with the ability to receive leads directly from their TV spots, with the viewer’s consent, so advertisers can track leads to conversion and ensure a qualified return on investment;
- Additional data for advertisers to gain a better understanding of the effectiveness of TiVo’s proprietary tagging feature, the strength of their creative executions, and the efficacy of their television media buying strategy.
TiVo’s new advertising t echnology is designed so that TiVo subscribers retain control over their viewing experience, while giving advertisers new tools to engage interested consumers.
David Courtney, Executive Vice President, CFO, and head of TiVo’s media and advertising services business, commented, “TiVo’s proprietary advertising technology presents a real opportunity for advertisers to enhance the effectiveness of traditional television advertising. Our platform enables advertisers to reach an attractive demographic . Launching with established advertising partners like GM and The WB Network is a validation of TiVo’s success and leadership in the interactive advertising space. We are pleased that these corporations have been working with TiVo for so long and are the first advertisers to capitalize on this new feature set.”
As part of this announcement, General Motors, the world’s largest automaker and a long-time TiVo advertiser, will extend its partnership with TiVo and will be the first car manufacturer to use TiVo’s new customized tags for its OnStar, GMC, Chevrolet, and Saturn brands. Using TiVo’s new tagging technology, viewers will be able to instantly access additional promotional footage and request information directly from GM.
GM’s General Director, Advertising and Media Operations, Betsy Lazar said, “Having worked on various interactive advertising campaigns with TiVo over a number of years, we have had great success. We look forward to our potential customers having the ability to learn about our product in more detail than ever before. This is a step forward in allowing consumers to shop and discover the GM portfolio of products in a revolutionary new way.”
In addition, The WB Television Network will be TiVo’s first television network partner to utilize the new TiVo custom record tags. The network will use the new technology in conjunction with promotional spots for upcoming WB shows. By pressing the green thumbs-up button on their TiVo remote, viewers will be able to record a single episode or the show’s full season on their TiVo.
The WB Television Network’s Co-President of Marketing, Lew Goldstein, said, “Our viewers are younger and eagerly adapt themselves to new technologies. TiVo’s advertising technology gives them added convenience and greater flexibility when deciding what content they would like to record . It also gives us the opportunity to remind our audience when to tune in to catch their favorite WB shows .”
“With our partners’ feedback, we have worked continuously to develop a leading ad platform that is relevant and exciting for TiVo subscribers and at the same time makes it valuable for advertisers,” said Courtney. “The advertising industry is ever-changing, and TiVo is uniquely positioned to lead the industry by continuing our history of innovation.”
According to Mr. Courtney, “Companies today are spending an estimated $60 billion a year on broadcast advertising. Ours is the only DVR to effectively enhance traditional TV advertising via a branding and direct response platform. Existing TiVo advertisers are already well ahead of the competition, learning about what type of content consumers will voluntarily view, how their traditional television media is consumed in a DVR home and what types of interactive advertising features can enhance their advertising messages as the technology develops.”
TiVo’s partnerships with service providers such as Comcast and DIRECTV, along with its loyal customers, provide a solid platform for advertisers to reach television viewers.
Comcast, the nation’s largest cable television provider, announced earlier in the quarter that it would deploy TiVo’s innovative advertising platform on Comcast’s existing DVRs beginning next year. In addition, TiVo announced the signing of a new services agreement with DIRECTV, extending the companies’ prior services agreement.
About General Motors Corporation
General Motors Corp. (NYSE: GM), the world’s largest automaker, has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 321,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly 9 million cars and trucks globally, up 4 percent and the second-highest total in the company’s history. GM’s global headquarters are at the GM Renaissance Center in Detroit. More information on GM can be found at www.gm.com.
About the WB Television Network
The WB Television Network, launched by Warner Bros., the Tribune Co. and Jamie Kellner on January 11, 1995 , currently has national coverage reaching 93% of U.S. households. It is best known for its hit shows including “One Tree Hill,” “7th Heaven,” “Everwood,” “Gilmore Girls,” “Reba,” “Smallville,” “What I Like About You,” “Dawson’s Creek,” “Felicity” and “Buffy the Vampire Slayer.”
About TiVo Inc.
Founded in 1997, TiVo (NASDAQ: TIVO), a pioneer in home entertainment, created a brand new category of products with the development of the first digital video recorder (DVR). Today, the Company continues to revolutionize the way consumers watch and access home entertainment by making TiVo the focal point of the digital living room, a center for sharing and experiencing television, music, photos and other content. TiVo connects consumers to the digital entertainment they want, where and when they want it. The Company is based in Alviso, Calif.
