Most people have at one point in their lives experienced DVR, or digital video recorder. This modern technology is now the face of television. Companies compete to see which can offer a better deal and device. But, what happens to other businesses if people can no longer see the advertisements for them thanks to DVR?
How does DVR work?
DVR records the selected show(s) and movie(s) on television to a hard drive on your device. Later, after the recording has started, you can play back the recording and scan through—backwards, forwards, or pause.
Fast-forwarding through the commercials.
One major concern of DVR is the lack of viewing ads during show breaks. These ads are what pay for the show, but if they can be scanned through, people won’t watch them. There are ways to get around this problem.
One thing to always keep in mind is that the viewer has to stop and start the recording at specific points. When they are skipping ads and not wanting to miss parts of the show, they have to pay close attention to what is on the screen—commercial vs. show. The viewer partially knows what is being advertised. If your advertisement is well branded, the viewer will have no problem grasping the concept.
If your ad is well constructed, in those few seconds it can catch people’s attention when they fast-forward. The key is to center your ad/logo in the center of the screen for direct viewing. DVR has manipulated television and, so you must manipulate the ads.
How does this change the face of advertising?
DVR doesn’t seem to be going anywhere anytime soon. If anything, it might actually become more advanced. So, it is up to advertisers to up their games and work with DVR.
Creative Spot is a full-service marketing and advertising agency in Columbus, Ohio. If you would like to learn more about how we can help your organization with strategic marketing, please contact us.
Via:
http://people.howstuffworks.com/culture-traditions/tv-and-culture/effects-of-dvr-on-advertising.htm
https://hbr.org/2010/04/advertisers-learn-to-love-the-dvr
http://www.prnewswire.com/news-releases/dvr-fast-forwarding-may-not-be-fatal-to-tv-ads-65213522.html