TiVo Forms New Interactive Ad Group Aimed At Direct Marketers
TiVo (NSDQ: TIVO) has formed the Interactive Direct Response Advertising Group, a new unit, that’s part ad sales, part think tank. The DVR company said that the group will reach out to direct-response marketers and offer to educate them about the challenges they face from time-shifting devices in general, and secondly, how TiVo can help their campaigns. The group will be headed by Robert Barnett, who joins TiVo as a senior director; he previously was a senior marketing consultant to infomercial producer Guthy-Renker. Barnett is also charged with handling TiVo’s relationship with Worldlink Ventures, a direct-response ad sales rep for TiVo’s interactive ad platform.
Over the past few years, TiVo has attempted to assuage the view among much of the ad industry that the DVR is a threat by introducing a variety of interactive marketing initiatives, such as its long-form opt-in ad solution Showcase. Still, even on its site, TiVo concedes that 70 percent of TV commercials are fast-forwarded in homes with a DVR. Release.
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