Karen Bressner, a sales veteran for Viacom's Nick at Nite and TV Land as well as Discovery Communications' Eastern region, joined TiVo earlier this week as senior VP-ad sales. In her new role, Ms. Bressner will oversee all ad-sales efforts for the company, including long-form commercial advertising, which has brought unique ads to TiVo homes in recent months.
More than just a 30-second spot
TiVo has "the ability to speak to those consumers with a message that is more than just a 30-second commercial -- messages that are two minutes or four minutes long," Ms. Bressner said. "We're giving a marketer the ability to speak to a consumer and tell a little bit more of their message."
Categories that have implemented the longer format include automotive, financial and travel, with movies and entertainment becoming more important as well.
"It's very common to have a movie trailer that's long-form or a trailer for a new TV show that's coming up," Ms. Bressner said.
Partnering with marketers for long-form programming is nothing new for Ms. Bressner. In her most recent role at Viacom, she was instrumental in executing a mini-sitcom for Procter & Gamble on Nick at Nite called "At the Poocharellis," designed to promote the package-goods giant's Febreze brand.
The ability to work on more of those projects was what drew Ms. Bressner to TiVo. "In a new world of DVR penetration, [which is] only going to grow more and more over the next couple of years, the consumer is getting more and more involved with the DVR. And TiVo is the only place to partner marketers with content providers to figure out how best to get the message across in this new world."
Having gotten her start in the business as a media planner for Young & Rubicam and Foote, Cone & Belding, Ms. Bressner sees her new role as an opportunity to merge all her previous job experience. "I hope to bring them an expertise in the marketing world and the sales world, to help them take the sales efforts a step further. Everybody I've spoken with through the interviewing process ... is incredibly passionate about this product and what they do."
~ ~ ~
Editor's Note: an earlier version of this story incorrectly identified the network "At the Poocharellis" aired on as TV Land.