Peter Shankman took a picture of what could be the future of DVR advertising. When he tried to fast-forward his TiVo through a block of spots, a still image popped up promoting the same product being advertised in the commercials. Shankman wonders whether this kind of technology will change advertising. I don't think so, at least not until it's tied into some sort of direct engagement/response mechanism. That would bring it the same functionality as online advertising, which is more where the future of advertising lies.Now when I was watching some recorded shows last night I didn't see this happen, but it looks like this is tied in with the "TiVo Showcase" feature. That's based on the fact that Shankman's screenshot is of a commercial for the X-Men III DVD and that same product is being highlighted in the Showcase right now. Just speculation but it seems pretty solid.
