This is one of those innovative business ideas that, when you hear about, you’ll ask yourself: “Why didn’t I think of that?”
So, here’s the idea. Come up with software that will work with televisions playing in public places, such as at a sports bar, restaurant or a dentist’s waiting room. Then make it so that whenever a commercial break comes on, the software will automatically stop the commercial and replace it with a video message of your choice.
That’s what Taiv offers. The company was co-founded in 2018 in Winnipeg, Manitoba, by Noah Polansky.
A Brilliant Idea in a Bar
Polansky was sitting in a bar one day when he noticed the big screen TV was showing a commercial for another restaurant that was literally right down the street! For an extra twist of the knife, the competitor was advertising lower prices than what Polansky was paying where he was.
Yes, managers can switch channels manually, but it would be much better if the TV did so automatically. Many establishments, for example, sell products on the side, such as their own craft beer or take-out items. With the Taiv software, their house TVs could be advertising those items to a captive audience.
Polansky said one of his early customers enjoyed a 14% increase in revenue after installing the Taiv system. The restaurant used it to promote a special they were running on chicken wings. They also used it to remind customers about the special import beers they have on tap. Sales of these items jumped when customers were exposed to them on the restaurant’s TV.
Technical Challenge was Steep
While the idea was sound, Polansky and his partners, Jordan Davis and Avi Stoller, found the execution to be a considerable challenge. They found that creating a system that could scan live-streaming TV and detect commercials was deceptively difficult. Some commercials are so slick they look a lot like ordinary shows. They had just a few frames to intercede and commandeer the commercial space for their own use.
They solved the problem, however. Now they provide their clients with the hardware and software for free and charge a fee based on how many signals are analyzed. The result is that each establishment owner pays Taiv “a few hundred dollars” per month.
After two years, Taiv has attracted $500K from five investors.
