A recent NBC study found that even those who fast-forward through ads retain some of the material because they're looking at the screen and focusing on when to hit play. The study noted that the most effective ads with the DVR folks were ones with the logo prominently displayed in the middle of the screen and few scene changes. No surprise there. The story also said advertisers have decided not to tailor their ads toward DVR users.
File this one away for 2011 or 2012. By then, most forecasts have the DVR in more than half of U.S. households. (Currently, about 20% of HH have DVRs.) If the TV landscape is the same at that point and ads are still being skipped without an effective counter-strategy, then advertisers will start designing ads this way. They will have no choice at that point since most of the affluent households will have DVR and this is obviously a very valuable demo to advertisers.
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