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Advertising in the DVR Age - The Strategic Response of Advertising Executives to DVR Viewership
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Advertising in the DVR Age helps advertisers and TV executives incorporate DVR viewership in their advertising (sales) strategy.
There are increasingly granular data available on what changes DVRs are bringing about in viewing habits, including commercial viewing habits. Few reports however address the implications of these changes on the efficiency of TV advertising. Even fewer deal with the crucial issue of how buyers and sellers of TV advertising can and should adjust their advertising (sales) strategy to deal with the increasing DVR penetration.
Advertising in the DVR Age is the first exhaustive publication that deals with some key questions that arise from the increased DVR penetration and that have been largely unanswered so far i.e.,
- Which creative strategies are better adapted to the DVR world: informative or entertaining commercials, bare bones or elaborate commercials, etc.
- Which alternatives to the 30-second spot are most attractive: sponsorships, pop-up ads, product placements, endorsement deals, etc.?
- How are DVRs expected to influence CPMs?
- Which dayparts and program genres (news, drama, live sports, non-live sports etc.) are most affected by DVRs?
- How big is the difference in the impact that DVRs have across daypart and program genres?
- What are the best practices in responding to the DVR phenomenon: adjusting the media mix, changing the creative strategy, re-shuffling TV advertising to different programs or day parts, using alternative formats of TV advertising etc.?
Advertising in the DVR Age is a comprehensive report that reviews findings from an on-line survey of approximately 200 U.S. advertisers and advertising agencies. The findings of this survey are supplemented by findings from interviews with thought leaders on TV advertising in industry and academia and by analyses of trends in the (TV) advertising industry
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