TiVo Lets You Respond to Ads

WalletBoy writes "TiVo is implementing a new feature in their Series 2 recorders where viewers can choose to have their personal-contact information sent to advertisers when certain commercials air using just their remote control." This is actually exactly how I think advertising should work. If I want more information, I can press thumbs up and have my email address sent to the advertiser. It's opt-in. I'm sure it will work because they use the same concept for letting you record a show by pressing thumbs up when a commercial for it is airing. If only every commercial supported these functions. Now if only MTV would use the same thing to email me song info for videos I like instead of covering the screen in tacky text.

Comments

Respond to THIS

[violet16]

I assume, of course, there will be a thumbs-down button so I can indicate I have no intention of ever purchasing the product featured in a particular ad, and will be never shown it again.

Re:Respond to THIS

[danheskett]

You are right about ad demograhpics. I finally convinced my wife that she is no longer the target market for MTV, which is why she now thinks most of the shows "are stupid". It's not hard to figure out that you aren't the target market when they are advertising condoms, violent video games, music CDs of people you'll never listen to no matter what, fast food, and small cheaply made trendy cars with names the like "Matrix" and "Focus". After reminding her that eating out for us means a nice family italian resturant and not Wendy's, that she drives an expensive-ish mid-size import, that we have never seen a movie with a rapper playing a lead role, that we don't use pre-paid mobile phones, and that we won't be buying any CDs featuring artists with names like Beyoncee or Nickleback she realized that MTV isn't a network for her anymore (and yes, there were tears involved.. she was one of the many who took turns calling the cable company and demanding "her MTV"). Now, we watch shows that advertise things that interest us, and it seems that we both agree that it's a much better fit! Ads for vacations, mid-size cars and SUVs, chain resturants, movies featuring Jude Law and all that. That hardest thing is now remember to check what things are advertised when we watch the first episode of a new show (meaning, not instantly fast forward our DVR past the commericals). We can tell within about 6-8 minutes if the show is worth investing our time in!

What I'd rather have is...

[clintp]

What I'd rather have is the "Thumbs Up/Down" buttons act as direct feedback to the advertizers:

I like/Don't like this ad. You missed/hit your target audience. This ad was funny/offensive. That's cool/inane. More/no more Purple Pill commercials. That movie looks interesting/boring. Etc...

But of course, I miss most of the ads anyway with TiVo. :)

Re:What I'd rather have is...

[erlenic]

If they implemented this, I'd occasionally sit through commercials just so I can do this. If advertisers could make better commercials, maybe I wouldn't be so inclined to skip them, or at least not be as annoyed when watching live TV.

Strange efforts for the advertising sector

[Jerle0]

I don't use TiVo, but I wonder how many ad companies would really want something like this. Right now, it usually takes the effort of a phone call or going to an internet site or something to learn more about the featured product, which means those who take the effort, generally have a bit of interest. With it being made so easy now, I bet a lot of people would think 'Hey, thats might be interesting', hit the button, and then not think about it until the ad mail comes unexpectedly. This would probably be not as good for advertisers...fewer quality results, even if they reach a much broader audience. I certainly wouldn't want to use this method if I was marketing something.

Re:Strange efforts for the advertising sector

[Kisil]

I disagree; I think advertizers will love this feature. Not only do you get immediate feedback on whether your ad was effective, but you get to send targeted email to users who've already expressed interest. I delete tons and tons of spam every day.. but that's because I'm not in the market for blue pills and free PPV. If I could be guaranteed that only messages I'd asked for showed up in my inbox, I'd pay a lot more attention to them.

I think for some people there might be a learning curve on a product like this - "Hey, this is cool, I'll opt in for this, and this, and this..." - but eventually, people will learn to use it only when they're really interested. The 'send me an email' format also enables users to respond on their own time. Actually, I suppose it even provides another interest check for the company - how many users who responded to the ad responded to the email?

Remember, too, that targeted advertizing has made boat-loads of money for certain other companies we hear a lot about.

Nielsen Ratings

[RamboIII]

Wouldn't it be a good idea to give the people the option to rate everything, not just the commercials?

I've never heard anyone say, "Oh wait! Don't turn the channel. This is my favorite commercial."

All the more reason why micropayments are good

[ShatteredDream]

If the content cartels would invest in a real micropayment system, Tivo would be awesome for them. In fact, I bet it'd be more profitable than anything they've had before. Instead of watching ads, I'd pay $2/episode for something like Battlestar Galactica or Stargate SG1. After the series is over, people who have paid for half ofthe series should get a 25-30% discount on the boxed set for the season and people who paid for the entire thing should get about 60-70% off. If I've paid $40-$60 for the entire season already, that's real, guaranteed money in their hands. Then, if they play their cards right, as a loyal fan I can buy the entire series on DVD for $25 including S&H since I already paid $40-$60 for the series.

The cost of making DVDs is really low now. If they pay only $1/DVD to make and it costs them $2 to make the box and shrink wrap it, a 5 DVD set like Stargate SG1 would cost $7 to make. They could realistically go to $15 before S&H if they were really gung ho about getting a paying fanbase going. Just think, right after you watch the last episode in the series, the TV channel popups up a message saying "Thanks for supporting this series with your micropayments, if you would like to own this series, because of your generous support we'll give you a 70% discount on the boxed set." They'd make a killing doing that for many series.

The problem though, is that regular TV sitcom bullshit would probably be hit hard initially by that. Imagine people having to pay for an episode of Friends or Seinfeld? At any rate, if the Cartoon Network, Comedy Central and Sci Fi Channel offered this, knowing their audiences, it'd work like a charm.

great idea

[mfloy]

I like this idea, and I think it could be used in other areas. What if users could use their remotes to review shows, much like how slashdot users moderate posts. For example, if you were watching an Episode of The Simpsons, and it wasn't as funny as usual, you could press a button to e-mail the creators "BELOW STANDARDS"...or if it was good "VERY FUNNY".

Right

[Safety Cap]

After the series is over, people who have paid for half ofthe series should get a 25-30% discount on the boxed set ~.

There's this thing that businesses do, called "make a profit." I think you're confusing "make a profit" with "be my friend" or "give me some cool stuff for free/at a discount."

Please explain why you won't buy the season on DVD at full price. You're a loyal fan, are you not?

Then, if they play their cards right, as a loyal fan I can buy the entire series on DVD for $25 including S&H since I already paid $40-$60 for the series.

You don't think the "loyal fan[boys]" aren't already ready to give up their 85 bones for the season set? Sadly, they are, so your scheme to get your copy at a cheaper price won't hold water from a balance sheet standpoint.

Let me ask you something: why not go in with two friends and swap the disks around your group? That way, you get 69% "off" and you get the use of the whole set.

Starship Troopers, anyone?

[Altanar]

Anyone else immediately think of those Starship Trooper commercials? "Would you like to know more?"