What Is the Impact of the DVR?
Digital video recorders (DVRs) are becoming increasingly popular household technology. Now that more DVRs are being manufactured and purchased, how does this ad-skipping machine impact us?
Other People Are Reading
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Changing Viewer Habits
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TV has had to change as a result of the DVR. Broadcasters are offering more content online now that more viewers are used to on-demand video and broadcasters are finding ways to get advertiser messages to viewers -- even if they skip over the traditional 30-second commercials.
Static Logos
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The most successful ads now are ones in which the company's main message is displayed on a continuous basis. This increases the likelihood of the brand name impression being made through fast forwards.
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Application Advertising
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Some savvy advertisers have negotiated terms with DVR companies which allow them to display their company's message on interface of the DVR while a viewer is using it. This gives them a monopoly on the viewers attention for that moment in time.
Every Time is Prime Time
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The ability of viewers to "time-shift" and watch their favorite programs whenever they want has also reduced the importance of "prime-time TV." Viewers still watch their favorite shows from 8 p.m. to 10 p.m., but the shows they watch might not be what the broadcasters are airing at those times.
Technology Convergence
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Because the DVR has made many viewers accustomed to video on-demand, broadcasters and film producers are offering more content through websites like Hulu and YouTube's new movie service.
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