Digital video recorder (DVR) supplier TiVo is offering advertisers a new way to reach TiVo subscribers, who are prone to fast-forwarding through standard 30-second spots as they consume time-shifted programming. TiVo’s newest interactive advertising product, called “Pause Menu,” allows clickable, promotional graphics to be placed on the TV screen when a TiVo user pauses a live or timeshifted program. The first advertisers to use Pause Menu to deliver targeted product messages are Twentieth Century Fox Home Entertainment, which is using it to promote its release today of the “Dr Seuss’ Horton Hears a Who” DVD and Blu-ray disc, and automaker Mercedes-Benz USA, which plans to use the feature early next year to help promote its new GLK SUV to football viewers.http://www.broadcastingcable.com/article/CA6621303.html?industryid=47174
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