Digital video recorders (DVRs) are becoming increasingly popular household technology. Now that more DVRs are being manufactured and purchased, how does this ad-skipping machine impact us?
Changing Viewer Habits
TV has had to change as a result of the DVR. Broadcasters are offering more content online now that more viewers are used to on-demand video and broadcasters are finding ways to get advertiser messages to viewers -- even if they skip over the traditional 30-second commercials.
Static Logos
The most successful ads now are ones in which the company's main message is displayed on a continuous basis. This increases the likelihood of the brand name impression being made through fast forwards.
Application Advertising
Some savvy advertisers have negotiated terms with DVR companies which allow them to display their company's message on interface of the DVR while a viewer is using it. This gives them a monopoly on the viewers attention for that moment in time.
Every Time is Prime Time
The ability of viewers to "time-shift" and watch their favorite programs whenever they want has also reduced the importance of "prime-time TV." Viewers still watch their favorite shows from 8 p.m. to 10 p.m., but the shows they watch might not be what the broadcasters are airing at those times.
Technology Convergence
Because the DVR has made many viewers accustomed to video on-demand, broadcasters and film producers are offering more content through websites like Hulu and YouTube's new movie service.
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