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Another WPP partnership

Written by Laurel Papworth in Uncategorized Last Updated September 18, 2006

WPP have been busy this week:

WPP Group forms partnership with TiVo
Author: Gareth Jones

WPP Group has formed a partnership with TiVo, the American personal video recorder (PVR) company that has developed technology allowing viewers to skip TV commercials.

It’s understood that the deal will see WPP’s media planning and buying agency brand GroupM buy a pre-arranged amount of advertising on TiVo’s PVR service.

TiVo offers advertising in a walled garden on its hard drive allowing viewers to access commercials and branded content on demand. The TiVo showcase stores longer ads that often reward viewers with discount coupon offers.

The Tivo services is not currently available in the UK but it’s technology is similar to BSkyB’s Sky+ PVR that allows audiences to pause live TV.

I guess that makes it similar to FoxTel Australia’s IQ? Hmmm customisation of TV content by the user on one hand and the purchase of LiveWorld’s online community expertise on the other? It would be lovely if that presaged a merging of virtual communities with TV but I doubt it does… yet. The loyalty/reward function has possibilities.

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Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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