TiVo-Proof Advertising

Today's AdAge reports how niche cable channels, such as IFC and Sundance, are soliciting advertisers to produce short-form films instead of traditional 30-second TV spots. According to IFC's EVP, "We're trying to create an environment between shows and movies that's so useful it's TiVo-proof." Heineken, Target and Acura have already produced shorts for these networks. And preliminary numbers from IFC suggest a revenue model that could support brand-enhancing, uninterrupted experiences for viewing audiences. It may also provide a new avenue for marketers interested in alternatives to product placement, especially if 1) the content can be repurposed for other media devises and online distribution, and 2) the entertainment value facilitates viral promotion.   

Tags: marketing tv advertising business media tivo