Admit it, you love watching TV – we all do. And why wouldn’t you? There’s so much out there to watch, with even more places to watch it. Now, not only can you turn on the telly, but there are also streaming and video-on-demand services like Netflix and Hulu to consider.
For viewers, the amount of TV that’s out there is great news, but what does it mean for television networks? Networks are faced with an even greater challenge in today’s TV market: create content of high quality that is appealing, but that also demands instant viewership.
Then there are the advertisers – they too are being challenged by the vast wealth (aka “Long Tail“) of TV shows on the air.
So what’s the problem?
Well, in order to reach consumers, advertisers need people to actually tune in. But, due to the magic of DVR, viewers have the ability to commercial skip, meaning less and less people are tuning in live. Currently, about 76% of U.S. households have a DVR – that’s over three quarters of America! What does this mean? It means advertisers have to rethink where they’re putting their ads, and more importantly how they’re introducing them.
That’s where DVR-proofing comes in.
In order to make a maximum impact, placing advertisements during DVR-proof programming is essential. What programming is DVR-proof? Here are the big three:
- Late-night talk shows and
- Award shows
Advertising during these types of programs is preferred because they garner the most live viewership than anything else on television.
So, what else can advertisers do to ensure the public is seeing their ads?
For starters, advertising around juggernauts Netflix, Amazon, Hulu, Vudu, and others is one solution, although it can get tricky. As they release more content and gather larger viewing pools, coming up with creative ways to advertise around them will become increasingly important. And who knows, video-on-demand services may come to feature more advertisements in the future.
Streaming is another avenue for advertising. Many TV networks offer full episodes online via their website to entice viewers, allowing them to watch their favorite shows or news stories from a laptop or mobile device. With only limited commercials, streaming is essentially DVR-proof, and so capturing ad space in between this content is another great solution.
One more idea – and arguably the most significant – is this: keep advertisements engaging! Regardless of an ad’s location, if it doesn’t cut through the clutter and catch the consumer’s eye, then it might be missed. Always strive to make ads original and worthwhile for the viewer – that way, they stick around to watch your ad and stay away from that pesky fast-forward button.
- Fordham News: Fordham Magazine – On Demand: The Art And Business Of TV’s New Golden Age
- Mediapost: MediaDailyNews – DVR Service Soars in U.S.
- MediaPost: TelevisionNewsDaily – TVBlog – Networks In The Hunt For DVR-Proof Non-Sports Programming