Thursday, April 26, 2007
Advertisers Need to TiVoptimize Spots
What TV show is most recorded and watched later? Let's just say the doctor is in. House (one of my faves) was recorded and watched within a week 2.7 million times last week according to the Nielsen Company.Overall 4 shows were watched by more than 2 million viewers after their broadcast. The Office, which was watched by just 5.7 million people in prime time, got another 1.8 million viewings later via DVRs.
Advertisers have to adjust to this new reality and prepare eye-catching spots that people will find it worthwhile to stop their fast forwarding to see. GE has done several effective ads within ads that are meant to be viewed in slow motion, and others will soon copy. Or, advertisers will have to form strategic relationships with DVR box makers such as TiVo so that alternative ads can be watched before in between the programs. And then there's always product placement within the shows.
I think DVR users would tolerate a short (10 second) spot before they watch a recorded program. Alternatively, DVR manufacturers could develop targeted ads that would run in the place of the original ads. A shorter targeted commercial would be a welcome trade for automatically skipping by the native ads.
Within a few years DVRs will become more popular than DVD players. Maybe this isn't the best analogy, but getting a DVR is like moving from a 1 to 10 speed bike. Once you realize how much more enjoyable the experience is, you would never ever go back.
Posted By John Gartner at 01:18 PM
Permanent Link: Advertisers Need to TiVoptimize Spots
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