Techdirt looks at the new Lexus campaign that uses Tivo's interactive advertising features:

Instead of just pushing commercials to users or letting them click through for more info, TiVo users will have the ability to choose their own ending to a commercial for new Sony TVs. The idea is that men get to watch one commercial while women get to watch another. If anything, it's really not that different than the earlier “click through for more info” ads — but with a bit of choice and a male/female gimmick. The company is also getting ready to roll out “commercials on demand” that will allow users to sometimes select the commercials they'd like to see — though, the details on that plan are pretty hazy at this point. Again, it's not clear that any of these experiments will actually work, but it's still good to see the industry experiment a little bit.

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