Forget Interactive TV -- TiVo Goes For Interactive Commercials
from the spam-me-please dept
TiVo has always experimented with ways to to update commercial advertising for an era in which everyone can skip commercials. Among the methods they've tried is the ability to let people "click" for more info on certain commercials they find interesting. It's sort of the weak equivalent of an online ad. It's not clear how many people have actually clicked on any of these ads (best guess: not many), but that hasn't stopped TiVo from trying to expand the program to make it slightly more interactive. The latest addition is that TiVo users will be able to click a button on those commercials to send the advertiser personal info in order to be added to a junk mail list. Somehow, this seems even less likely to get usage. First, you have to convince people who are fast forwarding through a commercials that it's interesting enough to not just zip through it. Second, the ad has to be interesting enough to get people to want to "find out more" immediately, rather than just being satisfied from the info they get in the ad. Third, the users have to understand that they can click through on the ad for more info (and then proactively do so). Finally, the users have to be willing to send their personal data to some advertising firm in order to get on some advertising mailing list, while still hoping the data isn't misused. It seems like the type of thing that advertisers would love -- but did anyone from TiVo stop to consider whether or not anyone would actually use such a feature?