Nice Try Tivo

:Sherrie Perkovich

TiVo, long faced with their advertising issues...viewers who use their product have the ability to skip through ads, thinks they've come up with a solution. TiVo announced that they will offer a new service which will direct viewers to a screen after a show ends, where they will be given options such as getting a coupon code for a product or watching an advertiser's video.

According to TiVo and an article I read in the SF Business Journal...they can now "help advertisers effectively engage a target demographic audience while substantially countering the impact of fast-forwarding commercials."

(insert bomb sound effect here) Nice try TiVo. What on earth makes you think that the viewers that are skipping through commercials in-program are going to hang around for the rolling credits and watch an ad then. I have news for you...they're either going to be on to their next recorded program or off the couch and onto the next thing.

How about a non-skipable intro commercial or mid-program? How about in program offers you don't get if you skip? You won't be able to avoid viewers jumping off the couch and into the bathroom or kitchen, but at least you'll have a much better shot of keeping their attention...and those precious advertising dollars.

What's missing in advertising is like reaching the holy grail... a true level of engagement that can be measured, optimized and forecasted. We aren't far away from this. The advances in behavioral targeting are getting us there. The real success will be found with whoever is able to monetize consumers attention and level of engagement.