Digital video recorder maker TiVo has introduced its first advertiser custom application, the Lexus Car Configuration Tool, that will be integrated into a showcase on the TiVo service in the US.
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The custom application provides advertisers with “increased consumer engagement through unique interactive elements and an increased response rate over traditional campaigns”, according to the company.
“Delivering the first advertiser custom application on TiVo boxes allows us to further our lead in the industry in providing interactive and integrated advertising solutions through the television,” said Davina Kent, vice president, national advertising sales, TiVo.
“It is through TiVo’s unique technology that consumers have the ability to spend as much time as they choose to with an advertisement, while ensuring that they do not miss a second of their programming.”
This new custom application will now let TiVo subscribers with a specific broadband-connected DVR customise the 2007 Lexus ES 350, learn more about the newest model, experience a photo slideshow, request a dealer contact to schedule a test drive, and locate the Lexus dealer closest to their home.
“We’re thrilled to expand our advertising relationship with TiVo, making it more convenient than ever for consumers to learn about the new Lexus ES 350,” said Deborah Meyer, Lexus vice president of marketing. “We believe that TiVo interactive advertising allows us to reach consumers in an innovative and unique way.”
