Omnicom and Tivo reveal engagement plans

DVR maker Tivo's plans to start selling second-by-second data on its customers' TV viewing habits have piqued the interest of Omnicom Media Group.

The owner of media planning and buying agencies OMD and PHD has struck a deal to purchase the audience research, which Tivo hopes will give advertisers greater insight into how and why consumers use its ad-skipping devices.

Tivo CEO Tom Rogers described ad-skipping as the “biggest change in television viewing”.

Although only a minority of US and UK homes own the digital recording devices that enable people to fast-forward through commercials, advertisers are worried about the effect increased viewer control over advertising exposure will have on the effectiveness and ROI of TV campaigns.

This has spawned the debate on ‘engagement', with advertisers and researchers on both sides of the Atlantic hard at work investigating ways advertising can emotionally connect with consumers so that they are happy to receive the commercial message.

Omnicom and Tivo will jointly develop their own engagement study as part of the deal.

Related links:

Tivo prescribes research for ad-skipping headaches

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