instagram

Sad Search

Link: WSJ.com – TiVo Users Soon Can Search for Ads.

Like, why would you search for TV ads to download?  Tivo is developing an application to allow people to search for content via keyword which will then be downloaded to view when you want:

Advertisers, in turn, will be able to select the keywords and categories with which they wish to be associated for their ads. TiVo is in discussions with advertising agencies about the best way to price such advertising, but one option is to let advertisers bid on keywords as they do when buying ads on Internet search engines.

"The Google model is something we’re reviewing," says Davina Kent, TiVo’s vice president for national advertising sales.

Let’s think of some use cases. 

1. you need more information on say, BMW cars.  You think you may be in the market for one and want to get more info.  The model works in online of course but are TV ads sufficiently informative to satiate our needs around a particular product or issue?  Would we wait for the ad to be broadcast?

2. you like the Nike ads and want to see more of them.  Fair enough.  You’re sad.

3. a friend /maven character has told you about a new product and you want to see what the fuss is about.  Presuming they have a TV campaign, then yep you’d hit that need square on.

But really, there either has to be a shift in the type of advertising broadcast [and that’s unlikely unless you get a lot of people using this app – and then you get a chicken and egg situation about not generating revenue and take-up without suitable ads] or consumers have to become sad or maven like en masse [hmm, that’s just not go there] or there has to be another model that Tivo have that I’ve missed here.  Surely iptv will allow people to search and grab ads whenevr they want anyway?  I mean you can get most TV ads online via any one of the gazillion video search engines should you really be the saddo in use case 2.