Here's another movement in the transformation of TV (from reach to targeting) … per the WSJ, TiVo is working with Comcast and others to enable users to "search" for ads that are more relevant to them:
TiVo users will be able to set up a profile of products on their television screens by clicking on categories such as automotive or travel or typing in keywords such as "BMW" or "cruises." On a regular basis, TiVo will then download relevant commercials to TiVo recorders over the Internet or, for those users who don't have broadband, send the video via traditional broadcast signals. The commercials will appear on-screen in a folder next to the list of television shows TiVo users record.
Advertisers will associate their ads, according to the Journal, with keywords and categories (a la Google AdWords/AdSense).
Some version of this idea will ultimately be adopted by all DVR providers (unless TiVo rushes out and gets a "method" patent). And consumers — who don't skip ads as much as conventionally thought — will go for this.