The advertising giant has secured the rights to broadcast commercials on TiVo's personal video recorder service, which has built-in technology that allows viewers to skip ads but does offer limited space for advertising.
This includes extra features for consumers to encourage them to actively choose to watch ads, such as longer features on products and discount offers.
The deal involves WPP's GroupM network of media agencies, including MindShare, MediaCom and Mediaedge:cia, which has made a commitment to buy a minimum amount of advertising time.
It is estimated that around 5% of US homes have PVR.
Last month, Omnicom Group signed a deal with TiVo, in which it will buy research from and partner with the digital video recorder service to develop an advertising study.
Omnicom Group agencies include OMD and PHD.
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