First Interactive DVR Advert from TiVo

TiVo has unveiled its first interactive television advertisement which will feature the new Lexus ES 350 luxury car. The interactive DVR advertisement will allow TiVo users to interactively configure the luxury Lexus car on their TV screens. The advertisement also provides details on the cars specifications and the option to find a local dealer and schedule a test drive. The interactive advert will be available on a broadband-connected TiVo Series2.

There has been growing concern that regular television advertising will become ineffective due to advert skipping through DVRs. A recent study showed stated that $8 billion in advertising revenue is at stake. Advertisers and cable companies have been looking into new ways to tackle the problem and bring advertisements to DVR users.

Interactive advertising is the latest method to try and overcome advert skipping in hope that users will become more involved with the products and services on sale. How exactly this interactive DVR advertisement will be implemented across television channels is unclear. If the advertisement can still be skipped then it will still face the same problem as regular advertisements. There is also a good chance that interactive advertising will be effective at first but once consumers become used to it they will be ignored for the most part.