Starcom MediaVest Group, the media services division of Bcom3 Group, Inc., and Digital@JWT, the interactive advertising and e-business solutions group of J. Walter Thompson, have joined TiVo's Strategic Advertising Agency Partnership Program. Clients from both agencies will now have first shot at advertising on TiVo's Digital Video Recorders (DVRs). Miller Brewing Company, a client of Starcom Media Services, is among the first advertisers to team with TiVo through the Strategic Advertising Agency Partnership Program. Ad giant Omnicom had already joined the program.
"Personal TV provides the opportunity for the creative community to reinvent traditional advertising models," said Stacy Jolna, chief programming officer and VP of TiVo's Entertainment Group. "We will work closely with our advertising agency partners and their rich roster of clients to set a benchmark for innovation, creativity and success in this new world of interactive advertising and merchandising."
"By working with TiVo, our clients, such as Miller Brewing Company will have an integral role in developing advanced advertising services on the leading personal TV platform," said Tim Hanlon, director of emerging contacts at Starcom, whose client roster includes Kellogg's, Allstate, Hallmark, Walt Disney World and Kraft Foods.
But while the biggest advertisers may be investing in DVR advertising early, there are no guarantees DVRs will take off as quickly as the web. The set top boxes are based on proprietary technology and TiVo's main rival, Replay, recently announced a move out of the costly hardware business. Replay has realigned itself as a software and service provider.
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