TiVo recently announced it would be partnering with various ad agencies to provide searchable advertisements. This article gives a little bit of insight into what they're actually thinking about. The DVR provider wants to apply the same sort of logic to ad delivery as Google does online. Ads would not only be searchable but could potentially be delivered automatically by analyzing viewing history and demographic information.  

Thankfully the thinking seems to be that while traditional 30-second commercials might still have a place in this new ad model, it's going to be important for ad creators to be original both in form and function. Not only must ads be entertaining but they must also feature strong calls to action that take advantage of an engaged and interested audience. There needs to be  a high level of interactivity with the brand and the ad since that's what creates a strong connection and positive association in the mind of the viewer.