Marketers Preparing for a DVR/TiVo World

Originally published on December 22 2008Years ago or seemingly so our industry gave great consideration to how advertising would survive when television ads would be skipped amp8211 all due to the advent of the quotDVR Householdquot So how have advertisers responded to the new opportunities being created for enhanced marketing by TiVo and others as the television landscape has changed quotSlowlyquot states one major media agency head quotWith all the new interactivity these platforms provide to really engage consumers I39m surprised at the resistance of some advertisers to fully get on board with these offerings Some will run a small schedule amp8211 mostly on a trial basis amp8211 but the time has certainly come to fully adapt and integrate DVR advertising into the brand39s communication mixquot And he doesn39t even mention all the back end data and ROI measures that can be created which is the real beauty of the TiVoDVR environmentTwo years ago the television industry39s buyers and sellers reset our audience measurement metrics to adapt the C3 ratings It was a good idea and nobody got hurt We acknowledged that an ad scheduled to run Monday but which was time shifted to Tuesday really didn39t negatively impact the delivery of the overall schedule And most advertisers who39s job is to create sales and build long term brand equity found the three day window for time shifted viewing acceptable which is why we settled on C3 Change came we found ways to work with it and we moved onWith this timeshifted acceptance the industry39s sense of urgency to adopt new advertising formats and tactics seemed a little slow to gain broad acceptance Although TiVo VOD providers and others have actively developed valuable enhancements to further deliver on the promise of the TV medium39s future growth has been slow We have accepted that the DVR is not the evil device that will destroy television and there were those who said it would but it has yet to be assertively embraced by most as a viable investment for the future Only a handful of advertisers are now taking advantage of integrating advertising into such things as the navigation menus advertisingduringpause and fastforward features showcases direct commerce and telescoping Data from various sources indicates that DVRs will be in more than half of all US households within a few short years As the economy continues to decline and as digital settop boxes and high definition TVs become more ubiquitous DVR functionality will have an everincreasing impact on advertising valueSome companies recognize the importance of jumping fully on board right now to claim their real estate and be prepared when DVR solutions are required components of most TV advertising schedules An excellent example is the Domino39sTiVo partnership in which TiVo subscribers can order Domino39s Pizza via their remote controls The deal also includes other features that TiVo subscribers will recognize allowing easy navigation and functionality Others are in development or already in market As of July TiVo subscribers could place orders for products from Amazoncom and TiVo has struck a deal to allow subscribers to access NetFlix movies directly via their TV And this all includes rich back end data that assures the type of measurability and accountability that internet advertising provides and marketers increasingly demandShould more advertisers need to be on board Absolutely Interactivity with television programming and content enabled by DVRs and software like TiVo that drives them will only increase in the coming years To what degree will ultimately be determined by consumers and their adaptation If you agree that the advertising landscape is being driven increasingly by consumer choice and interaction you must explore and commit to investments in building your home in that landscape Advertisers who adopt these new platforms into their communications and advertising mix will not only reap the benefit of enhancing their consumer relationships but will also find higher degrees of engagement and equity for their brandsJack Myers Media Services LLC advises TiVo on strategic business development opportunities About Andy JungAndy is the former Sr Director of Advertising and Media at Kellogg39s and is currently serving as an industry consultant in media optimization trade regulation and organizational planning He also serves on the Board of Directors of the American Advertising Federation Andy can be reached at andyjungmaccom

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Marketers Preparing for a DVR/TiVo World

Author

Publish date

Andy Jung, former Sr. Director of A

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Marketers Preparing for a DVR/TiVo World

Andy Jung, former Sr. Director of A

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

The payment was successful

Cookies

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership