TiVo announced the launch of “Pause Menu,” the latest addition to its suite of interactive ad solutions designed to grab the attention of fast-forwarding viewers.
Using the TiVo Pause Menu, advertisers can, for the first time, reach audiences with targeted product messages displayed within the pause screen of a Live or Timeshifted program. The new feature can be particularly impactful for traditional TV and non-television advertisers that have product integration or a significant media investment in a specific TV show. Alternatively, they can opt to cast a wider net by targeting entire genres or keywords within a program description.
The feature provides an original solution for advertisers seeking to capture the fast-forwarding viewer. It’s another example of how TiVo offers unique and different solutions for advertisers looking to get viewers to watch advertisements who avoid traditional spots.
The new Pause Menu also provides broadband connected TiVo subscribers with a direct link to TiVo’s Swivel Search feature, allowing subscribers to find program information, related shows and downloads when they click on the "pause" button on the TiVo remote.
Mercedes-Benz USA, one of the first to sign on, plans to use the feature to help promote its new GLK SUV early next year by targeting football viewers. Twentieth Century Fox Home Entertainment is taking advantage of Pause Menu for their Dr Seuss’ Horton Hears a Who DVD and Blu-ray release.
Promotions on the Pause Menu will be displayed as a single line of text and another line will link the viewer directly to TiVo’s Universal Swivel Search, allowing TiVo users to explore content without missing a second of their favorite show and creating a seamless, integrated experience.
The new feature is available now to all TiVo Series2 subscribers.