TiVo, an immensely popular service in America, distributes hardware and software which make it possible for people to record their favourite television shows in a digital video format, to be watched at a convenient time and naturally enabling the possibility of fast forwarding ads.
Amid growing concerns that people using TiVo and similar digital video recorders constantly skip advertisements, people in the business have been creating what are known as ‘TiVo-proof’ ads.
For instance, TrimSpa which is owned by a technology company, had ads which feature 'before' and 'after' photographs of people who have been to TrimSpa. These images do not leave the screen, no matter how many times the fast forward button is pushed. This, naturally, is considered to be a risky strategy because it could easily annoy viewers.
Now, the game is being taken further by a commercial that advertises the TiVo service, on TiVo, among other platforms, and that claims to be TiVo-proof.
The New York Times reports that the ‘My TiVo gets me’ campaign includes advertisements, websites, blogs, outdoor activities and the works. The strategy behind the ads was apparently the idea of applying humour and silliness, like talking animals – all built around a central eye-catching device, which, in this case, are antennae on TiVo people’s heads, that spring to attention when the person is excited. The TiVo-man – a logo that personifies the service, too, has these antennae, which are meant to differentiate the service from other DVRs.
The campaign, according to The New York Times, is estimated at about $15 million, and is handled by the Kaplan Thaler Group in New York, a subsidiary of Publicis Groupe, known for its humorous, hoary works.
There is around a month to go before Nielsen Media Research studies viewership of ads versus their corresponding programmes (The Brand Reporter, May 1-15), and the American media continues to innovate in the most ingenious and amusing ways.
Amid growing concerns that people using TiVo and similar digital video recorders constantly skip advertisements, people in the business have been creating what are known as ‘TiVo-proof’ ads.
For instance, TrimSpa which is owned by a technology company, had ads which feature 'before' and 'after' photographs of people who have been to TrimSpa. These images do not leave the screen, no matter how many times the fast forward button is pushed. This, naturally, is considered to be a risky strategy because it could easily annoy viewers.
Now, the game is being taken further by a commercial that advertises the TiVo service, on TiVo, among other platforms, and that claims to be TiVo-proof.
The New York Times reports that the ‘My TiVo gets me’ campaign includes advertisements, websites, blogs, outdoor activities and the works. The strategy behind the ads was apparently the idea of applying humour and silliness, like talking animals – all built around a central eye-catching device, which, in this case, are antennae on TiVo people’s heads, that spring to attention when the person is excited. The TiVo-man – a logo that personifies the service, too, has these antennae, which are meant to differentiate the service from other DVRs.
The campaign, according to The New York Times, is estimated at about $15 million, and is handled by the Kaplan Thaler Group in New York, a subsidiary of Publicis Groupe, known for its humorous, hoary works.
There is around a month to go before Nielsen Media Research studies viewership of ads versus their corresponding programmes (The Brand Reporter, May 1-15), and the American media continues to innovate in the most ingenious and amusing ways.
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