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Often shorthand for television advertising’s troubles, TiVo is bidding to be synonymous with the interactive future of TV ads.
TiVo last week deployed technology to allow its 3 million digital video recorder customers to interact with commercials. Advertisers can insert tags into their regular TV spots to display a brand icon and call to action when TiVo users are watching or fast-forwarding. Clicks take viewers to an area with long-form content and the ability to get more information.
The new features, combined with advances in video on demand and interactive TV, point to a world in which viewers choose the marketing messages they watch.
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