InteracTiVoty: Getting to Know DVR Users - Margret Schmidt - MediaBizBlogger

At TiVo we pride ourselves on our user experience We are a DVR that the entire family can use and during our design process we think about the needs of those users We make sure that when a fouryearold wakes up early Saturday morning he can watch quotBob the Builderquot without waking Mom or Dad and when Grandma comes over to babysit she doesn39t have trouble watching live TV I39ve seen too many devices connected to TVs with big quotdo not touchquot signs so that Mom or the babysitter don39t screw them up This means of course that Dad takes the phone calls at work to help those at home figure out how to watch TVCreating intuitive experiences requires that we get into users39 heads that we understand and optimize their tasks that we watch actual users try out designs and that we iterate designs based on what was learned This process is known as usercentered designSo if you want to create a wonderful immersive brand experience for your content or advertising on DVR platforms you first need to understand who these DVR users are and how they are using the product Let39s take a look at themYou probably know this partDVR users want convenience and control they got a DVR to timeshift TV andskip commercials because they love TV When they are actively watching timeshifted shows they pick up the remote and fastforward through the commercials and they are thrilled at the idea they can watch an hour show in 45 minutesOver a third of them are doing something else while watching TV cooking exercising but most often using a computer They will usually let the commercials continue to play in the background while they are distracted with their other activities Interestingly the ads that users miss most after adopting a DVR are promos for upcoming TV shows and moviesHaving a DVR causes users to watch more TV than they used to and they think their shows are of higher quality than before they had a DVR They are more open to new ways to engage with their favorite shows in between new episodes think games minisodes behindthescenes and commentary streamed via broadbandBut did you know that viewers see a 30second commercial in about 1 second Most users fastforward on their DVRs at 30 times faster than play speed Some even fastforward at 60 times faster Linear commercials fly by in a blur unless optimized for DVR viewingTo do that one either needs to dedicate a static area to display a brand message for the entire duration of the spot or to enhance it with an interactive tag so that users are alerted that there is quotsomething specialquot about this commercialNow DVR users will go back to watch a commercial they think they will enjoy My family hits the REPLAY button for all new JackintheBox or quotI39m a Mac I39m a PCquot spots because we know they39re worth itViewers are accepting of advertising when it is within their control and they like your brand better for it Over the years we at TiVo have increased placement opportunities for advertising Not only can viewers jump from a 30second spot to an interactive experience but we also added placement in the menus during pause and at the end of a show And what39s most interesting is that even with the increase in visibility of ads our customer satisfaction is incredibly high 92 would recommend TiVo to a friendOne reason is that we39ve never broken the rule that the user is in control After all they bought a TiVo DVR for control in the first place We have never forced a user through an ad to get to something they care about The ad is available if they are interested And when they do go in and view the long form video 2 to 4 minutes is best or request more information they have increased appreciation for the brands and products they viewed In our studies we see users significantly more likely to purchase a product after viewing a TiVo Showcase They engaged with the advertising on their terms They were interested enough to go in and left the experience far more interested than when they beganUsers can39t imagine watching TV without a DVR againThere are over 25 million DVRs today expected to grow to over 50 million in the next three years Those users who have DVRs have a really hard time watching TV without one Many of them can39t bear to turn on a TV in a hotel room any moreWhen faced with the thought of having to give up their DVR many claim they would give up TV entirely so horrible would be the thought of watching TV on someone else39s schedule and under someone else39s control When asked what they would give up instead 87 would give up their game consoles and DVD players 56 would give up their microwaves and 36 would give up their cell phones just please let them keep their TiVos Alas only 3 would give up their carsDVRs are not going away and advertisers and content providers need to find new ways to engage this DVR generation with their brand messagingSo what does this all meanThe 30second spot needs to provide either a quick brand impression a hint at a reason viewers should stop fastforwarding and watch it or an interactive tag that lets users jump to deeper and more engaging content Once you39ve caught their attention take advantage of the interactive platform Give them longer video so they can get more information but don39t make it boring or they39ll fast forward that too Let them request more information via email or postal mail If the ad is a promo for a show or movie let them schedule a recording watch a trailer or buy movie tickets Above all keep it easy and fun Your DVR users are leaning back on the couch relaxed and ready to be entertained and informed Delight themMargret Schmidt is VP User Experience Design ampamp Research for TiVo Inc Follow her at twittercomtivogrrl

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InteracTiVoty: Getting to Know DVR Users - Margret Schmidt - MediaBizBlogger

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