TiVo Users Soon Can Search for Ads

TiVo is partnering with ad firms Interpublic, Richards Group, and Comcast Spotlight on a new service expected to launch next spring that will allow its users to search for commercials centered around a specific topic. TiVo users will be able to set up a profile of products by clicking on categories such as automotive or travel or typing in keywords on their TV screens. TiVo will then download relevant commercials over the Internet to TiVo recorders or will send the video via traditional broadcast signals. The commercials will appear in a folder next to the list of recorded TV shows. Advertisers will select the keywords and categories they wish to associate with their ads. Pricing will most likely be based on keyword bidding, similar to Google’s model.