Wednesday, November 19, 2008
TiVo Innovates Advertising
Stone, Brad. (2008, July 22). TiVo and Amazon Team Up. Retrieved November 19, 2008, from New York Times.
In the New York Times, Stone explains how TiVo is trying to come up with a new way to conduct advertising. They want TV viewers to be able to purchase products as presented to them during commercials and even alongside product placements during live shows. They are an advertising innovator that is trying to develop advertising technologies for the television industry. TiVo is different from all other businesses trying to offer this service because they allow viewers easily return to their program after their purchase. They do not have to be discouraged because Tivo records the programs and after the purchase the viewer can rewind and catch what they missed as if they had stopped time.
Thomas S. Rogers, chief executive of TiVo, stated, “Our goal now is to work with the media industry to come up with ways to resist the downward pressure of less advertising viewing and create a way for advertising on TV to become more effective, more engaging and closer to the sale.”
In my opinion TiVo has a big opportunity and the upper hand over other businesses because it offers a service that others do not. If I was a viewer I would not want to purchase a product because than I would miss my program. Having the option to return to my program allows for better customer satisfaction. The only problem with TiVo is that it needs to expand to more cable operators. If the majority of people do not have TiVo than it would be less profiting for companies like Amazon to advertise their products on TiVo because they would not be reaching nationally. Therefore it is TiVo's job to reach out to more cable operating companies so they can really innovate and make an effect on advertising technology.
