Just experienced a first with TiVo — while watching tonight’s Trading Spaces $100k episode, an ad for the Cadillac SRX. While the ad played, a TiVo message appeared on the screen: “Push thumbs up for more info.” Being me, of course I did (to my wife’s chagrine, who just wanted to watch the show). And it took us to ads that TiVo had downloaded in advance — we had the ability to watch a full-length “test drive” of the car or even order a full brochure for the car.
Great idea. Cadillac gets data on not just reach but viewings (now they know how many people watched the ads), gets demographic info about who the ad was interesting to (they have some statistical data on our household (married couple, kids, etc.), and even which shows are more in keeping with their market (they’re likely running this promotion elsewhere).
More info here from AdAge. Nice.