Vast Majority of Advertising and Agency Executives Place Little or no Value on DVR Skipped Ads

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The latest DVDmarketer.com study found that 83% of advertising and media agency executives value a fast-forwarded or skipped ad at only 25% or less of its original theoretical value; the majority felt that it retains little or no value at all.

El Segundo, CA (PRWEB) January 26, 2005 – Despite evidence that skipped ads may deliver high recall rates, the latest DVDmarketer.com study found that 83% of advertising and media agency executives value a fast-forwarded or skipped ad at only 25% or less of its original theoretical value; the majority felt that it retains little or no value at all. The question was added in response to reports that DVR ad-skipping behavior results in higher brand recall. The full study is available for free at: http://www.dvdmarketer.com

“Let’s be clear. Recall is not the objective. The success of TV media as a branding vehicle is due to its ability to deliver emotional and brand impact,” said Brian Ring, President of DVDmarketer.com LLC. “Agency and media strategists should spend less time defending skipped ads and more time experimenting with alternative advertising and integrated marketing. Full-motion video is what has fueled brands like Nike, Coca-Cola, and Apple. I’m not an alarmist when it comes to ad-skipping trends, but it’s silly to pretend DVRs don’t matter in marketing strategy and communications planning.”

DVDmarketer.com surveyed over 100 advertising and communications executives for the January 2005 Quarterly Report. The most surprising result? Executives failed to show any collective understanding of how rapidly DVRs are penetrating consumer households. 47% estimated consumer DVR penetration at about half of the actual penetration level. Estimates of trends in ad-skipping behavior were also inaccurate. Details can be found in the Report.

“There’s a lot of media strategy chatter amongst advertising executives about consumer trends, VOD, DVRs and alternative media. However, our report suggests there’s really a dearth of knowledge about digital video marketing. That translates into missed opportunities,” said Ring.

The Report did find that the majority of executives feel ad-skipping trends and growing DVR penetration will lead to serious near-term deterioration in the 30-second TV spot model.

The Report also features an interview with Carisa Bianchi, Chief Strategy Officer of TBWAChiatDay (Adweek’s 2004 U.S. Agency of the Year). Topics covered include: integrated marketing, interactive advertising, VOD & DVR advertising, and connecting advertisers to consumers through alternative media.

This is the latest in a series of free research reports published by DVDmarketer.com on the world of digital video. DVDmarketer.com provides a unique perspective by combining its broad understanding of the digital video advertising landscape with specific knowledge of exploiting DVD technology for alternative advertising and integrated marketing purposes.

This and all previous DVDmarketer.com research reports are available for free downloading at http://www.dvdmarketer.com. Contact info@dvdmarketer.com for more information.

About DVDmarketer.com LLC

DVDmarketer.com is a market research publisher focused on the digital video marketing landscape. In partnership with Comchoice, the company delivers high-impact marketing solutions by exploiting the consumer popularity of DVD. Marketers can activate, amplify, and extend any existing initiative with a custom DVD marketing program that’s interactive, innovative and integrated.

Contact Information:

Brian L. Ring

DVDmarketer.com LLC

(310) 220-3912

http://www.dvdmarketer.com

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Brian L. Ring

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