General Motors and The WB Television Network are the First to Use TiVo's New
Advertising Features
ALVISO, Calif., July 18 /PRNewswire-FirstCall/ -- TiVo Inc.
(Nasdaq: TIVO), the creator and leader in advertising solutions and television
services for digital video recorders (DVRs), today launched its next
generation interactive advertising technology solution with advertising
campaigns from General Motors and The WB Television Network, two of the
world's foremost brands.
The new features build on the history of innovative advertising solutions
developed by TiVo and integrate client feedback received over the past three
years. These features include:
-- Enabling advertisers to insert a customized call to action or branded
"tag" in their commercial, replacing the generic ad tags previously
used by TiVo's advertising clients;
-- Ensuring advertisers' traditional TV spots will be more visible in TiVo
homes, whether viewed in normal play or fast forward mode;
-- Enhance the TiVo customer's experience by allowing them to select the
tag and "telescope" from the traditional 30-second ad while pausing
their program to view long-form content, requests for information, or
recording opportunities which will enhance the viewing experience;
-- Providing advertisers with the ability to receive leads directly from
their TV spots, with the viewer's consent, so advertisers can track
leads to conversion and ensure a qualified return on investment;
-- Additional data for advertisers to gain a better understanding of the
effectiveness of TiVo's proprietary tagging feature, the strength of
their creative executions, and the efficacy of their television media
buying strategy.
TiVo's new advertising technology is designed so that TiVo subscribers
retain control over their viewing experience, while giving advertisers new
tools to engage interested consumers.
David Courtney, Executive Vice President, CFO, and head of TiVo's media
and advertising services business, commented, "TiVo's proprietary advertising
technology presents a real opportunity for advertisers to enhance the
effectiveness of traditional television advertising. Our platform enables
advertisers to reach an attractive demographic. Launching with established
advertising partners like GM and The WB Network is a validation of TiVo's
success and leadership in the interactive advertising space. We are pleased
that these corporations have been working with TiVo for so long and are the
first advertisers to capitalize on this new feature set."
As part of this announcement, General Motors, the world's largest
automaker and a long-time TiVo advertiser, will extend its partnership with
TiVo and will be the first car manufacturer to use TiVo's new customized tags
for its OnStar, GMC, Chevrolet, and Saturn brands. Using TiVo's new tagging
technology, viewers will be able to instantly access additional promotional
footage and request information directly from GM.
GM's General Director, Advertising and Media Operations, Betsy Lazar said,
"Having worked on various interactive advertising campaigns with TiVo over a
number of years, we have had great success. We look forward to our potential
customers having the ability to learn about our product in more detail than
ever before. This is a step forward in allowing consumers to shop and
discover the GM portfolio of products in a revolutionary new way."
In addition, The WB Television Network will be TiVo's first television
network partner to utilize the new TiVo custom record tags. The network will
use the new technology in conjunction with promotional spots for upcoming WB
shows. By pressing the green thumbs-up button on their TiVo remote, viewers
will be able to record a single episode or the show's full season on their
TiVo.
The WB Television Network's Co-President of Marketing, Lew Goldstein,
said, "Our viewers are younger and eagerly adapt themselves to new
technologies. TiVo's advertising technology gives them added convenience and
greater flexibility when deciding what content they would like to record. It
also gives us the opportunity to remind our audience when to tune in to catch
their favorite WB shows."
"With our partners' feedback, we have worked continuously to develop a
leading ad platform that is relevant and exciting for TiVo subscribers and at
the same time makes it valuable for advertisers," said Courtney. "The
advertising industry is ever-changing, and TiVo is uniquely positioned to lead
the industry by continuing our history of innovation."
According to Mr. Courtney, "Companies today are spending an estimated $60
billion a year on broadcast advertising. Ours is the only DVR to effectively
enhance traditional TV advertising via a branding and direct response
platform. Existing TiVo advertisers are already well ahead of the
competition, learning about what type of content consumers will voluntarily
view, how their traditional television media is consumed in a DVR home and
what types of interactive advertising features can enhance their advertising
messages as the technology develops."
TiVo's partnerships with service providers such as Comcast and DIRECTV,
along with its loyal customers, provide a solid platform for advertisers to
reach television viewers.
Comcast, the nation's largest cable television provider, announced earlier
in the quarter that it would deploy TiVo's innovative advertising platform on
Comcast's existing DVRs beginning next year. In addition, TiVo announced the
signing of a new services agreement with DIRECTV, extending the companies'
prior services agreement.
About TiVo Inc.
Founded in 1997, TiVo Inc., a pioneer in home entertainment, created a
brand new category of products with the development of the first digital video
recorder (DVR). Today, TiVo continues to revolutionize the way consumers watch
and access home entertainment by making TiVo the focal point of the digital
living room, a center for sharing and experiencing television, music, photos
and other content. TiVo connects consumers to the digital entertainment they
want, where and when they want it. TiVo is based in Alviso, CA.
About General Motors Corporation
General Motors Corp. (NYSE: GM), the world's largest automaker, has been
the global industry sales leader since 1931. Founded in 1908, GM today employs
about 321,000 people around the world. It has manufacturing operations in 32
countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly
9 million cars and trucks globally, up 4 percent and the second-highest total
in the company's history. GM's global headquarters are at the GM Renaissance
Center in Detroit. More information on GM can be found at http://www.gm.com.
About the WB Television Network
The WB Television Network, launched by Warner Bros., the Tribune Co. and
Jamie Kellner on January 11, 1995, currently has national coverage reaching
93% of U.S. households. It is best known for its hit shows including "One Tree
Hill," "7th Heaven," "Everwood," "Gilmore Girls," "Reba," "Smallville," "What
I Like About You," "Dawson's Creek," "Felicity" and "Buffy the Vampire
Slayer."
This release contains certain forward-looking statements within the
meaning of the Private Securities Litigation Reform Act of 1995. These
statements relate to, among other things, TiVo's business, services,
interactive advertising features, advertising partnerships, or other factors
that may affect future earnings or financial results. Forward-looking
statements generally can be identified by the use of forward-looking
terminology such as, "believe," "expect," "may," "will," "intend," "estimate,"
"continue," or similar expressions or the negative of those terms or
expressions. Such statements involve risks and uncertainties, which could
cause actual results to vary materially from those expressed in or indicated
by the forward-looking statements. Factors that may cause actual results to
differ materially include delays in development, competitive service offerings
and lack of market acceptance, as well as the "Factors That May Affect Future
Operating Results." More information on potential factors that could affect
the Company's financial results is included from time to time in the Company's
public reports filed with the Securities and Exchange Commission, including
the Company's Annual Report on Form 10-K for the fiscal year ended January 31,
2005, and the Quarterly Reports on Form 10Q for the period(s) ended April 30,
2005, filed with the Securities and Exchange Commission. We caution you not to
place undue reliance on forward-looking statements, which reflect an analysis
only and speak only as of the date hereof. TiVo disclaims any obligation to
update these forward-looking statements.
SOURCE TiVo Inc.
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Related links:
http://www.tivo.com
CONTACT:
Elliot Sloane of Sloane & Company,
+1-212-446-1860 or esloane@sloanepr.com, for TiVo Inc.
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