Comments on: Tivo Bringing Search to Ads http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php?utm_source=rss&utm_medium=rss&utm_campaign=tivo_bringing_search_to_ads Thoughts on the intersection of search, media, technology, and more. Wed, 22 May 2013 20:35:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: Caroline Clark http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php#comment-19127 Caroline Clark Thu, 14 Sep 2006 07:04:01 +0000 http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php#comment-19127 <p>Good Day</p> <p>I apologise for bothering you, but I’m on a bit of a “fishing expedition” here and thought to ask those who work with this stuff everyday, in case you know?</p> <p>I’m trying to source/track down that ad on TV of a young boy kicking for the rugby posts, but he kicks “skew” every time, and then a man from the sidelines brings him a bucket of sand to hold, and the weight of that corrects his kick and he gets the goal posts every time – any idea which advertising house made that and/or for what company/product that ad is? I have an idea in my head that it’s one of the insurance or financial houses?</p> <p>Regards<br /> Caroline Clark<br /> Direct : +27 11 241-6902<br /> Fax : +27 11 388-8473<br /> E-mail : Caroline@jhc.co.za</p> Good Day

I apologise for bothering you, but I’m on a bit of a “fishing expedition” here and thought to ask those who work with this stuff everyday, in case you know?

I’m trying to source/track down that ad on TV of a young boy kicking for the rugby posts, but he kicks “skew” every time, and then a man from the sidelines brings him a bucket of sand to hold, and the weight of that corrects his kick and he gets the goal posts every time – any idea which advertising house made that and/or for what company/product that ad is? I have an idea in my head that it’s one of the insurance or financial houses?

Regards
Caroline Clark
Direct : +27 11 241-6902
Fax : +27 11 388-8473
E-mail : Caroline@jhc.co.za

]]> By: Dave Newcorn http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php#comment-19126 Dave Newcorn Mon, 28 Nov 2005 20:18:55 +0000 http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php#comment-19126 <p>Aside from the problem of not having the right ads inventory to match subscriber profiles as described in the preceding comment, a bigger problem will be getting Tivo subscribers to take the time to fill out a profile form. Even if they do, the items they're in the market for (a mutual fund, a vacation, a new PC) will vary over time. I doubt consumers will take the time to update their profile every time their needs change. Another case where just because the technology enables it, doesn't mean human behavior will follow. </p> Aside from the problem of not having the right ads inventory to match subscriber profiles as described in the preceding comment, a bigger problem will be getting Tivo subscribers to take the time to fill out a profile form. Even if they do, the items they’re in the market for (a mutual fund, a vacation, a new PC) will vary over time. I doubt consumers will take the time to update their profile every time their needs change. Another case where just because the technology enables it, doesn’t mean human behavior will follow.

]]> By: erik http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php#comment-19125 erik Mon, 28 Nov 2005 16:46:22 +0000 http://battellemedia.com/archives/2005/11/tivo_bringing_search_to_ads.php#comment-19125 <p>The commercials will be housed in a separate folder on the "now playing" TiVo screen? Pardon me for not rushing right out to win those first few keyword auctions :)</p> <p>This seems to ignore the whole factor of TV commercials benefiting from the "captive audience" factor. If this keyword technology is eventually rolled into the "ads-during-fast-forward" system that TiVo tried out earlier in the year, I think it will be much more successful. Otherwise, it will really put a burden on advertisers to come up with an ad that people actually want to see (or that they can be convinced they want to see), which will likely require an additional PR blitz and viral campaign at the commercial's introduction. </p> The commercials will be housed in a separate folder on the “now playing” TiVo screen? Pardon me for not rushing right out to win those first few keyword auctions :)

This seems to ignore the whole factor of TV commercials benefiting from the “captive audience” factor. If this keyword technology is eventually rolled into the “ads-during-fast-forward” system that TiVo tried out earlier in the year, I think it will be much more successful. Otherwise, it will really put a burden on advertisers to come up with an ad that people actually want to see (or that they can be convinced they want to see), which will likely require an additional PR blitz and viral campaign at the commercial’s introduction.

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