The Death of Broadcast Advertising?

Advertising, Brand Recognition
Digital Video Recorder

Digital Video Recorder

Not really, but the advent and proliferation of the DVR has made advertising messages challenged to get to viewers.

While the advent of the DVR is not new, mine is. And I must say that being able to watch a 60 minute show in 45 minutes is a time saver, the ability to skip past annoying commercials is spectacular.. there are other commercials and ad spots that are obviously hampered.

However, there has been progress in getting messages through the high speed forwarding of the DVR.

In a traditional advertising pause, you have 3 – 5, 30 – 60 second advertisements. The first ad in that block needs to get their name up as the opening of the ad. It may take 1 – 2 seconds for the viewer to get around to pushing the forward button and that provides and opportunity for the advertiser to get the name recognition in there.

On my ATT DVR when I tell it to go back to normal play it jumps backward some amount of time (haven’t figured the exact time yet and it appears to be dependent on the speed t which I was fast forwarding… ) and there is an opportunity for the DVR to catch the last half of the ad block if not the final ad of the block… These should become prime advertising spots as they are more likely to be seen in the DVR world… So far I’ve seen the majority of the final ads in a block being the promos for other shows on the network, however, these will become prime real estate like the inside front cover of magazines (remember magazines?)

There are some other innovative things I have seen in advertising as I speed through it on the DVR.. In Fast forward you catch a couple frames of every ad. If an advertiser keeps a consistent message such as their logo in one space throughout the ad their brand will have recognition.

A better example is an ad about car safety that features a car rolling over toward the camera in slow motion. In high speed it appears that the car is rolling right at me in regular speed. Unfortunately I cannot remember what brand that car was… (EDIT: Update it’s a Mercedes commercial, but cannot be found on the Mercedes website or I guess they should implement the branding solution previously mentioned.

While the DVR does not spell the end of broadcast advertising, it has created a challenge to advertisers and their creative agencies to develop innovative ways to brand their products and services in this new digital age.

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