TiVo has upgraded its interactive ad technology to enable consumers to respond directly to specific calls-to-action, with General Motors and WB Television among the first to make use of the new tools, reports ClickZ. Advertisers will receive greater measurement of the campaigns they run on TiVo, the company said. The service will begin today on TiVo Series 2 systems and for now reach over one million users.

The changes to the ad platform aim to enhance advertising visibility and engage consumers. Advertisers can insert a call to action via a branded "tag" in the commercial. Moreover, commercials will display more prominently, regardless of the viewing speed (including fast-forward), and viewers can choose to watch extended versions of spots.

TiVo users who press the green thumbs-up button on remotes are taken to a section with 2-5-minute commercial content, writes AdWeek. Viewers also have the option to request further information while TiVo pauses programming for later viewing.

TiVo said it would share ad-effectiveness data, including how many people chose to view the content, the length of viewing and the number of times the content is replayed.