Advertisers Answer TiVo Effect

Instead of whining about how DVR users skip past lame advertisements (which is like 98 percent of them), advertisers are developing spots that are clever or include hidden messages that can only be seen through slow playback.

KFC gave away coupons to DVR users who could spot the special promotion, and TiVo is promoting interactive ads for BMW. Meanwhile the CW (which takes the best of WB and UPN) TV network is introducing serial ads that span an entire program.

Rather than crying wolf like ABC about technology, advertisers are taking advantage of the interactivity and using creativity. TV advertisers have been spoiled by a captive audience that was forced to watch whatever was put in front of them for too long, and they are now in a battle for survival with online advertising, which has many advantages (instant measuring, target marketing, interactivity).

So TV can either resist change and go the way of the blacksmith, or leverage its millions of eyeballs while they are still there.