Archives For Advertising

Best Super Bowl Ads Of 2014

Dave Zatz —  February 3, 2014

Although neither the Super Bowl 48 match-up nor the 2014 crop of ads lived up to expectations, according to TiVo quite a few remained tuned in until the bitter end – with 3 of the top 5 most “engaging” commercials airing during the 4th quarter. Of course, there were the bizarre, the the boring, and the low budget, but I felt the most effective advertising successfully educated while entertaining – Comcast (above), T-Mo Tebow, and Hyundai stood out for me. And I just loved the juxtaposition of manly action hero to Downton Abbey opening track in Statham’s Xinifty spot. Radio Shack also earns point for the ’80s flashback – well played. What were your favorites?

In an industry where any publicity trumps questionable publicity, several brands have leveraged Twitter to draw attention to themselves via apparent mistakes. It’s a low risk, high reward approach that got going last summer when Chipotle faked a Twitter hack. The costs of sending a tweet, versus shooting and placing a Super Bowl commercial, are insignificant. And many members of the social network seem to enjoy calling out and retweeting the “drunk” 140 character missives. But as an old fuddy duddy with an apparently rusty funny bone, the attempted manipulation and misdirection is too much to overcome, leading me to purge most “brands” I follow on Twitter. Continue Reading…

HBO CEO thinks shared HBO GO passwords are a great promotion

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Last month, TiVo repurposed their iconic thumbs up/down buttons for an “Advisors” experiment — providing viewers a method to rate The Voice finalist performances. And the results are in, with over 40,000 recorded clicks correlating perfectly to show results:

Contestant Thumbs Up Thumbs Down
Tessanne Chin 73% 27%
Jacquie Lee 61% 39%
Will Champlin 53% 47%

We hope this is something TiVo intends to flesh out, as it could be compelling on a number of levels – both in terms of offering more compelling interactive advertising (versus the gratuitous pause menu ads) and enhancing the appointment television experience for big events. Indeed, next up for TiVo is the Super Bowl:

Again, our thanks for your assistance.  As some of you guessed, this was a test run for a larger experiment we’ll conduct related to a certain football game in February.  We’ll send out the details in a few weeks.

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LG’s re-ignition of webOS as a fresh, fun, and spry smart television platform has been generating a lot of buzz here at CES. Indeed, in my limited exposure, it looks quite nice. But it’s not all about us… as a major component of LG’s webOS strategy revolves around interactive advertising.

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The strength of webOS is also its weakness in regards to ads. While most smart TVs bury their apps in submenus, with these sets, the UI is front and center and every activity is an “app” – including accessing live TV, settings, etc. Meaning, advertising may permeate the webOS and television viewing experience. Am I being overly sensitive (to Truvia and McDonalds) or is this a deal breaker?

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Perhaps another benefit of the TiVo 20.3.8 software update is a framework to tabulate in-show tenor by repurposing those iconic TiVo thumbs up/down remote buttons (versus their original purpose to rate programming as a means of generating suggestions). Classified as an “experiment” by “TiVo Labs”, select customers have been recruited to test this new functionality:

If you’re interested in helping out, here’s what to do:

  • Watch The Voice episode “Live Final Performances,” airing Monday, 12/16 at 8 PM/7 Central.
  • As you watch the episode, please use the Thumbs Up and Thumbs Down buttons on your TiVo remote throughout the episode to rate the contestants’ performances.
  • Really loving it? Press Thumbs Up! Totally hate it? Press Thumbs Down!
  • You can use the Thumbs buttons as many times as you want throughout the episode.
  • You can use the Thumbs buttons more than once on the same performance.
  • Feel free to fast-forward, pause, and rewind as usual.

You don’t have to watch the episode live as it airs, but if possible, please try to watch the episode on Monday night. Sound interesting? Just watch and click — that’s all you have to do. There’s no online survey, just “vote with your remote.”

While TiVo’s collected this sort of behavioral data before, Continue Reading…

TiVo & Sling Duke It Out

Dave Zatz —  October 26, 2013

 

Hot on the heels of Roamio’s out-of-home streaming release, TiVo and Sling have begun trading blows online. And, once again, TiVo is positioning their DVR as the One Box. However, unlike the Premiere platform, they have a much more compelling argument this time around… featuring that aforementioned streaming and a usable Netflix client. However, without the Opera TV app store, they still fall ridiculously short of Roku’s vast library of channels and TiVo’s limited DIAL support is no match Apple’s infinitely capable Airplay.

In the other corner, Sling lays out a streaming comparison that is mostly correct. TiVo Roamio is currently limited to iOS and WiFi, whereas a Slingbox is largely agnostic when it comes to connection and platform. Sling claims Roamio is incapable of automatic quality adjustment, which we now know to be inaccurate Continue Reading…