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TiVo Drives BMW Integrated Ads

6/20/2006 10:44 AM Eastern

BMW of North America LLC will be the first advertiser to use TiVo Inc.'s interactive-advertising features in a television program.

The digital-video-recorder vendor said its interactive-advertising features had previously only been used within advertisements and promotions, not within television programs.

BMW embedded interactive tags in promotional spots leading up to and during the premiere of Test Drive, which will focus on BMW's “M line.”

“The interactive-tag feature offers advertisers an opportunity to engage viewers in a deeper advertising message without interrupting their program and further extending their investment in product integration,” TiVo vice president of national advertising sales Davina Kent said in a prepared statement.

September