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    Group 5 - Living in The DVR World - Ari Deky

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    Parikesit Bus Pariwisata Yogyakarta
    DVRs allow consumers to record digital video and time-shift their TV watching. 40% of US households now own a DVR, and that number is expected to grow. However, DVRs also allow viewers to skip ads, with 50-90% of viewers fast forwarding through commercials. Marketers are concerned about this "ad avoidance" behavior. Various strategies have been proposed to still engage viewers during fast forwarding, such as shorter ads, static image ads, hybrid ads that tie into the show, and dynamic ad placement on the DVR hard drive. While DVRs currently enable ad avoidance, they may be a transitional technology, and collaboration between the TV industry and advertisers will be important since advertisers fund television

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    Group 5 - Living in The DVR World - Ari Deky

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    Parikesit Bus Pariwisata Yogyakarta
    162 views7 pages
    DVRs allow consumers to record digital video and time-shift their TV watching. 40% of US households now own a DVR, and that number is expected to grow. However, DVRs also allow viewers to skip ads, with 50-90% of viewers fast forwarding through commercials. Marketers are concerned about this "ad avoidance" behavior. Various strategies have been proposed to still engage viewers during fast forwarding, such as shorter ads, static image ads, hybrid ads that tie into the show, and dynamic ad placement on the DVR hard drive. While DVRs currently enable ad avoidance, they may be a transitional technology, and collaboration between the TV industry and advertisers will be important since advertisers fund television

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    Living in the DVR World

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    Group 5 - Living in the DVR World - Ari Deky

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    DVRs allow consumers to record digital video and time-shift their TV watching. 40% of US households now own a DVR, and that number is expected to grow. However, DVRs also allow viewers to skip ads, with 50-90% of viewers fast forwarding through commercials. Marketers are concerned about this "ad avoidance" behavior. Various strategies have been proposed to still engage viewers during fast forwarding, such as shorter ads, static image ads, hybrid ads that tie into the show, and dynamic ad placement on the DVR hard drive. While DVRs currently enable ad avoidance, they may be a transitional technology, and collaboration between the TV industry and advertisers will be important since advertisers fund television

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    162 views7 pages

    Group 5 - Living in The DVR World - Ari Deky

    Uploaded by

    Parikesit Bus Pariwisata Yogyakarta
    DVRs allow consumers to record digital video and time-shift their TV watching. 40% of US households now own a DVR, and that number is expected to grow. However, DVRs also allow viewers to skip ads, with 50-90% of viewers fast forwarding through commercials. Marketers are concerned about this "ad avoidance" behavior. Various strategies have been proposed to still engage viewers during fast forwarding, such as shorter ads, static image ads, hybrid ads that tie into the show, and dynamic ad placement on the DVR hard drive. While DVRs currently enable ad avoidance, they may be a transitional technology, and collaboration between the TV industry and advertisers will be important since advertisers fund television

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    Download as PDF, TXT or read online from Scribd
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    of 7

    CONSUMER BEHAVIOR ANALYSIS

    Discussion #5

    Living in a DVR World


    Ari Haryadi

    Deky Hapsoro

    What is DVR ?

    Digital video recorder (DVR), sometimes referred


    to by the merchandising term personal video
    recorder (PVR), is a consumer electronics device or
    application software that records video in a digital
    format to a disk drive, USB flash drive, SD memory
    card, SSD or other local or networked mass storage
    device

    Launched at the 1999 Consumer Electronics Show


    in Las Vegas

    A television set with built-in digital video-recording


    facilities was introduced by LG in 2007, followed by
    other manufacturers

    The RESEARCH

    The FACT

    40 % of US households have DVR and Expected to


    Grow

    Marketers perspective is ad avoidance

    Skip add twice than live

    50 90 % fast forward (Zipping, Zapping and


    Muting Behavior Impact of Media Exposure)

    Most viewers who zip through DVR commercial still notice


    the ads and, in fact, will stop and view commercials they are
    interested in

    DVR users who fast-forwarded through TV ads were more


    engaged with the ads than those who did not (Inner
    scope Research)

    Media Exposure Self Selecting Nature

    The MARKETERS IDEA

    The SUGGESTIONS

    Simplicity

    Having Key Brand Information in the center of the screen


    where its most likely to be notice

    Marketers think beyond Traditional Models as


    DVR transform how consumer watch TV
    Shortened version of ad, which plays in real time
    during fast forwarding

    OTHER STATEGY
    Still-Frame ads
    This strategy keeps the visual relatively static for 30 seconds, giving marketers a
    chance to present their package, brand and logo and have it visible even during fast
    forwarding

    Hybrid ads
    Hybrid ads mimic the show the audience is watching. These tie-ins to shows seem
    to be particularly effective at staving off ad skipping

    Interactive ads
    Interactivity provides marketers with more freedom in a DVR context to deliver
    relevant brand information and content to consumer who want it

    Dynamic ad placement
    Direct TV is now using technology that allows seamless insertion of household
    addressable ads into both live and recorded video content from the DVR hard drive

    CRITICAL THINKING QUESTIONS


    Do you think that later adopters of DVRs will be less
    interested in ad avoidance capabilities? Will this
    changes as they learn to use their DVR?

    Yes. The fact that consumers would be willing to accept


    commercials in return for not having pay $10/month for their DVR
    showed that Ad avoidance is less interested

    Yes. DVRs created for time shift TV. Higher record capacity will be
    and advantage of using DVR compared with Ad Avoidance
    Capabilities

    Can you think of other strategies beyond those


    discussed that could be used to reduce consumers
    tendency to skip ads even with a DVR

    Create an Attractive Ad Stimulate viewers to watch and engaged


    Collaborative between Advertiser and DVR industry

    The study Advertising in the DVR Age shows that about 70 percent
    of the advertising executives acknowledge that they do not have
    the relevant information about DVRs and their impact on TV
    advertising
    DVR Research Institute Management(2013)
    [email protected] , [email protected]

    CRITICAL THINKING QUESTIONS


    Do you agree with CBS that the DVR is a transitional technology?

    Yes. Because DVR was a transitional technology from Conventional TV to Time shift TV

    Yes. Because 40 % of US households have DVR and that number is expected to grow

    SUGGESTION
    Collaborative between DVR industry and Advertiser because TV industry need advertiser to increase their
    quality

    REFERENCES
    https://en.wikipedia.org/wiki/Digital_video_recorder

    http://www.businessdictionary.com/definition/digital-video-recorder-DVR.html
    http://pantauiklan.blogspot.co.id/2014/01/mengapa-terjadi-penurunan-minat.html
    http://instalasi-jaringan.com/apakah-dvr-itu-kegunaannya/
    Modeling the Effects of Advertisement-Avoidance Technology on AdvertisementSupported Media, Wilbur C Kenneth, 2004
    101 Advertising in the DVR Age, DVR Research Institute Management, 2013

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