TiVo Will Let Subscribers Search for Relevant Ads

TiVo announced it will allow subscribers to perform keyword searches that return relevant advertising targeted to user preferences. I believe this is a tipping point for personalization and addressable advertising in media.

Comcast's Spotlight already allows broadcast marketers in 68 of the nation's 210 DMAs (Designated Market Areas) - including 22 of the top 25 and 8 of the top 10 television markets - the ability to target subscribers down to the zip code level. Spotlight employs technology from Visible World, which enables customized television advertising.

Clearly this is the future of broadcast media when consumers can receive ads they want delivered where they watch television. Now that the broadcast industry is on board to deliver personalized advertising to subscribers, let's see if magazine and newspaper publishers follow suit.