Monday, October 20, 2008

How DVR is changing Advertising

While catching up on my DVR last night, I started to think about how much this great commercial-skipping device has changed the entire advertising industry as we know it.

Commercial advertising was once considered one of the most effective ways of pitching a product to consumers with creative, eye catching and visually inviting advertisements. However, although commercial are still an extremely popular means of advertising, advertisers are beginning to realize that there are millions of dollars being invested into TV commercials that for the most part are going unwatched.

This new television era of DVR has caused a shift of power from Advertising Agency to viewer, and is affecting commercials of all kinds, including infomercials. Since more viewers are using DVR services fewer commercials are being watched from beginning to end. In fact, there have been studies done which have calculated that no more than four seconds of a commercial are being watched now; a direct result of digital television recording.

With the millions (and rising) of existing DVR users, Boston Advertising Agencies are now being challenged to create new ways to reach to viewers. One of the best examples of this is the increased use of product placements in TV shows and movies. It will be very interesting to see how Boston Advertising Agencies, Boston Public Relations Firms, and also Boston Marketing Agencies are going to adapt to this major industry wide shift, and try to stay ahead of the technological curve.


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