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Today’s Wall Street Journal Online has a story entitled Tivo Users Can Soon Search for Ads.

Highlight:

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, in turn, will be able to select the
keywords and categories with which they wish to be associated for their
ads. TiVo is in discussions with advertising agencies about the best
way to price such advertising, but one option is to let advertisers bid
on keywords as they do when buying ads on Internet search engines.

"The Google model is something we’re reviewing," says Davina Kent, TiVo’s vice president for national advertising sales.

This is very exciting. I spoke about the oncoming mash-up of pay-per-click advertising and other media in a past blog.

As the lines between search marketing and other broadcast media continue to blur, the opportunity for marketers to tap into specific audiences, while keeping costs to a minimum increases.

Imagine if Tivo users could choose to receive ads related to jobs as described above? Such a scenario starts to put television advertising into almost any budget, similar to current pay-per-click options.

Now, imagine the next step when overall user behavior is encompassed into such a marketing solution. Tivo is Google is Yahoo! is MSN is your mobile phone is your car is your satellite radio station etc.

The ability for an employer to get in front of the perfect candidate could be astounding, and I believe it’s where the world’s headed.