TiVo’s gearing up for a new round of television advertising targeting cord cutters with a pair of DVR birthing videos. Generally speaking, most ads that attempt to be clever and edgy are neither. I found the spots very mildly amusing, but think the company would have been better served with more focus on the product’s capabilities (like Virgin) – beyond a rushed description that refers to Amazon Instant or Amazon Prime Instant video streaming as Amazon Prime. (I get brevity in a 30 second spot, but this is the company that couldn’t always spell Roamio.) Further, while I don’t know if TiVo took this through a focus group, I suspect “record antenna TV” versus “record over-the-air HD” is a clearer, more powerful descriptor, plus you still have OTA in the product name and cord cutting references. They do wisely avoid TiVo Roamio OTA pricing options, as that’d consume the entire 30 seconds… not to mention, changes could be in the air. Ultimately, the commercial’s value to TiVo largely depends upon where exactly it’s shown along with the corresponding audience’s sensibilities.
Some of the less flattering Facebook and TiVo Community feedback:
View Comments
Some additional thoughts...
Given the timing of this Roamio OTA ad and TiVo's "late july" Aereo announcement, will TiVo Aereo be a cloud service that runs in parallel to Roamio OTA? Or is this merely bad timing or an attempt to clear inventory. Hm.
First time I think I've seen relatively new Chief Marketing Officer Ira Bahr. He's good. They got to get him out in front more. While CEO Tom Rogers public speaking/performances are vastly improved in the last year or 18 months, I'd rather hear from Ira or CFO Naveen Chopra. Bonus: Ira chiming in on TiVo's Facebook comments!
http://video.foxbusiness.com/v/4316528941001/tivo-cmo-on-companys-new-ad-campaign/?playlist_id=937116503001#sp=show-clips
Lastly, glad to see TiVo outsource ad production. The result may not differ from the Tebow experimentrel="nofollow">, but this is how professionals do it.
Being a new father, I find that ad completely tasteless. Makes me want to throw my Roamio out the window.
Hi Dave,
I believe in one of your articles I read that the only way to view live programming or recorded shows on my tivo, when I am away from my home, is through "tunneling".
What does that mean exactly and have you written or would you consider writing an article on how to accomplish this. There is no reason, that I see, that I should have to buy a sling box and connect to my tivo to watch my content when I'm traveling.
Also, in the article you said, "not available at this time" and "at this time" was in italics, do you know something about tivo considering to allow away from network streaming on laptops in the future. I believe they allow away from network streaming on smart phones and tablets, correct?
Thanks and keep up the great tivo articles.
Jack