TiVo Launches First Cinema Ads

TiVo has launched the latest stage of its £3m pre-Christmas advertising push (see TiVo Launches £3m Ad Campaign), which uses cinema advertising for the first time.

The 40-second spot, created by Bates UK, features a slightly eccentric family indulging their favourite interests and demonstrating the functionality of the personal digital recording technology. “We feel that cinema advertising is a better medium to deliver our key message and target potential users of TiVo.” explained Matthew George, product marketing manager for TiVo at Sky, which holds an exclusive marketing deal with the company.

The initial marketing push for the box which, crucially for advertisers, allows viewers to fast-forward programming in order to skip adverts, among other functions, began a year ago (see BSkyB To Bring Personal TV Viewing To The UK). Research and feedback has led to a broadening of the target audience, with a particular focus on families and movie enthusiasts.

“After initially focusing on product features, such as the ability to pause live TV, the new campaign will educate consumers about TiVo’s lifestyle benefits and in particular how TiVo fits into their own lives and understands their viewing preferences.” said George.

TiVo: 08702 418486 www.tivo.co.uk

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