Advertisers Get Creative to Reach Out to DVR Users

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Digital Video Recorders (DVRs) can be found in nearly 40 percent of American homes, and their ability to let viewers fast-forward through commercials has had advertisers worried. However, according to a recent Nielsen report, advertisers have several options for attracting DVR audiences.

Many major advertisers have started using contextual advertising to showcase products and companies within the context of the show. For example, a Toyota Corolla zooms to the rescue of characters on AMC’s The Walking Dead. The ad is part of the show so even DVR users see it.

The report also noted that advertisers may not have much to worry about when it comes to their traditional ads being skipped. The largest segment of DVR owners – 18 to 49 year olds – is actually less likely to skip through the commercials. The ratings for the commercials for prime-time shows rise by 44 percent when the playback within three days is counted. This indicates that the DVR users are actually watching more TV and commercials than they would otherwise.

About the Author: Peter Koeppel is Founder and President of Koeppel Direct, a leader in drtv media buying, marketing, campaign management and creative strategies.

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