TiVo is going to allow you to search for ads, and even allow you to enter keywords. Huh? Who is going to do that? Magazines have that advertiser index somewhere in back, and I think I’ve used it once or twice in my life…is that the same thing? This is TV, and unless the ad is really funny (or its of two women scantily clad wrestling in a fountain over whether or not a beer tastes great or is less filling) I doubt this will matter to anyone. Besides everyone emails the good/funny/sexy ads anyway…
Doing smart things with attention data is the way to better target folks with relevant ads. It’s not what we are doing at Attensa, we are not looking at PVRs just yet, but philosophically this is the way to make ads more relevant to folks. The story in the WSJ I read this a.m. explained how users would be able to manually keyword “BMW” or "cruises" as examples, and then users might see relevant ads later. You’ve got to be kidding me. I don’t get it. So TiVo needs a keyboard now for THIS?! (BTW their remote already has too many buttons, maybe it will require the 12 key "texting" method to type.) IMHO, these new developments are not a real benefit to users, this is a way to attempt to appease advertisers to not run for the hills as PVR wrecks the decades old broadcast TV advertising model. I could be wrong but I think people want to only see the shows listed they want to watch and in the order of “favorites first, mediocre next, and delete the crap so I don’t have to – oh, and do it as it relates to me PERSONALLY." Right? Oh and incidentally, why did I buy this thing in the first place? To SKIP THE ADS!
At Attensa we are presently focused on this same value proposition for users, only as it relates to RSS items. We are all going to drown in RSS items just as many drown in the abundance of TV channels – and it is going to be a lot worse as you get a few thousand items a day delivered to your aggregator of choice. The difference in the long run though is it will be IMPORTANT STUFF you receive via RSS, not just entertainment on TV. It won’t be just blog updates or news, it will be flight confirmations, business analytics, database updates, secure ecommerce transactions, etc. etc. etc. RSS is touching every business process and up and down the supply chain.
We probably should look at how our attention stream technology could apply to TiVo or other PVR technologies. Once you have a TiVo you can’t imagine watching TV without one. I’ve never longed for the ability to search for an ad while using it, but I would like to tuen it on and the first 5 things listed are things I REALLY want to watch. Attention can deliver. Will be fun to see what they come up with to benefit the users (those who pay for the service) that has nothing to do with advertising. Just a better user experience.