Browsing the archives for the DVR tag.

Advertising in the age of DVR

Advertising, Brand Recognition

I wrote a couple weeks back about the introduction of DVR to my house and the fascination of just obliterating advertising from my network programming as long as I don’t have anyone ruin the outcome of whatever I taped (DVR’ed) off NatGeo…

Advertisers are getting hip to the DVR phenomenon and are making some strides to get their message in front of viewers even if they have the ubiquitous FF button at the ready.

One technique I noticed is the “Teaser” piece of a broadcast show. This is usually around the 45 minute mark of a program that comes out of commercial and has a 30 – 45 second piece of programming that has little to do with the storyline or character development, an aside if  you will. During this little piece you get disrupted from the FF and while backing up usually catch the tail end of the previous ad, and the beginning of the next.. additional commercial breaks will continue to add to the advertising mizx… I’m certain that ads leading out of the show and coming back into the show will be come prime real estate like cover positions in print ads.

However, the one I found seriously intriguing happened this weekend.

Let me first set the stage with, I was walking through the room where my girlfriend was watching TV. I was not, I repeat not watching the Rachael Zoe Project. Anyway as they were throwing to commercial, there was a short piece between Rachael and I assume her husband… In this piece they were arguing about going someplace, and he was trying to get all the information and tickets while using Microsoft’s Bing search engine… Well that certainly caught my eye… Why would they be using Bing?

Anyway I figured out, about the same time Kara did, that this was actually a commercial featuring the characters in the show.. well how cute is that? I would have fallen for the same thing had it been something I was watching… So I’m waiting for Michael Weston to begin pitching yogurt on Thursday nights during Burn Notice.

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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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