Television: Digital video recorders, VOD, PVRs, time...

 

The emergence of time-shifting devices such as PVR has sounded an alarm for advertisers, and demands that creative work adapts to this new environment. Brands such as Sony and Sprite have previously r ...

It is more than 20 years since the value of integrated marketing communications was first recognised, yet most major agencies have been slow to organise for IMC. Tom Duncan and Sandra Moriarty, consul ...

In this article, Tess Alps and David Brennan, of Thinkbox, discuss five prominent myths about television advertising and argue, based on extensive research, that they are wrong. These include the fact ...

Olivia Johnson, planning director at Hooper Galton, debags three popular myths of TV: no one watches it any more; it is too expensive; and TV advertising doesn't work like it used to. She then explain ...

Tess Alps, chief executive of Thinkbox (the central marketing body for commercial TV in the UK), unravels the reasons why despite 2006 being a great year for UK television, the headlines were relentle ...

In this introduction to Admap's special feature on television, Roderick White reviews the current state of the medium, and finds that it remains remarkably robust despite predictions of its demise. He ...

This report summarises the main findings of the Nielsen's 'US DVR Viewing and Playback' report, February 2007. With 20% of US households having some form of personal video device, it found that there ...

Consumers in the US and UK see an ever-increasing amount of advertising on a daily basis on television, the radio and in a variety of other media. TV and radio are said to have the advantage over medi ...

Ever since the video recorder came into widespread use, viewers have been able to increase their control over schedulers. This has been further enhanced by the development of PVRs, which empowers them ...

Television is increasingly becoming an 'on demand' medium. The benefits of this development for advertisers are discussed in this article. It argues that viewing can be measured more accurately; the n ...

Discusses trends in broadcast media. Take-up of emerging media (mobile, internet etc.) will be largely driven by perception of the clutter problem in TV. Interest in `engagement' and how media work to ...

The ease with which consumers can now avoid television advertising is driving a proliferation of new media channels as well as shorter commercials (discussed). The danger is that this will devalue adv ...

Discusses the changes in media, the growth of new channels, and how marketers and media planners are responding. Specific points discussed include: new technologies will coalesce rather than continue ...

This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of IDTV as a marketing communication tool. In the ...

Adele Gritten, director at Quaestor Research and Marketing Strategists Ltd, explores the imminent changes in TV technology and viewer behaviour, and their impact on the way we look at TV advertising, ...

The paper discusses the evidence that suggests that viewers in PVR homes watch less advertising than those without the devices. However, it points out that it is possible that less is more - what they ...

The advent of personal video recorders (PVRs) may alter existing patterns of television advertising viewing. Although much of this might be characterized by increased advertising avoidance, this artic ...

A discussion with Joseph Jaffe, author of `Life after the 30-Second Spot'. The 30-second spot is a metaphor for traditional mass-marketing, which assumes a simple relationship between exposure and re ...

Andrew Ingram, director of the Aerials Foundation at the UK Radio Advertising Bureau, describes a new research study to investigate the implications of advertising avoidance for 'outreach' media plann ...

This paper will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads at x30 fast forward (as if they were fast forwarding through an ad break on a P ...

The advent of the Digital Video Recorder (DVR) — known as the Personal Video Recorder or PVR in many countries — has caused a significant stir in the world of marketing. Increased consumer control ov ...

Karen Enver, planning director at Lida, analyses the success of digital devices and the trend towards convergence - but, she explains, change is rarely wholesale; it tends to be evolutionary and gradu ...

In this introduction to Admap's focus on digital convergence, Roderick White discusses the thorny issues of new technologies, new media, new ways that consumers use media, and new ownership and contro ...

The take up of personal video recorders (PVRs) is seen as one of the greatest threats to TV advertising. In this article, Dr Alastair Goode reports on DUCKFoOT's research into the effects of fast-for ...

Although personal video recorders (PVRs, such as Sky+) are currently found in only 4% of UK homes, Nigel Foote, from Starcom Group, believes the way their users view TV has important implications for ...

ABC Television and ESPN conducted research to understand the impact of DVR technology on TV viewing behavior. The research suggests that interest in DVR is mainly driven by the importance of TV rather ...

Erwin Ephron contends that growing commercial avoidance (via TiVo, PVR etc.) does not threaten mass media. It only threatens intrusive media like TV and radio. There is less commercial avoidance in p ...

Horst Stipp, senior vice president, primary and strategic research, at NBC Universal, discusses the two big issues of 2004, in US advertising circles. The first is product placement (or product integ ...

Sheila Byfield, global director of consumer insight for MindShare, describes some of the dynamic changes (and dubious predictions) of the last 20 years. These are resulting in a consumer who is less p ...

Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressabili ...