Why PVR Technology is good for marketers

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Why PVR Technology is good for marketers

AdAge has a new article, "Why PVR Technology is good for marketers" that explains how products like TiVo will revolutionize the marketing industry and give them a tremendous opportunity for further product placement, adverts on the services themselves, and other ways to move away from 30 second TV spots that weren't working all that well in the first place.

All the sturm und drang around personal video recorders should come as no surprise to readers of this column, who were warned more than three years ago that PVRs meant "treacherous times ahead for programmers and the marketers that depend on them." But let's parse the warning a little more carefully. In fact, TiVo and other PVRs are a boon to marketers. It's only the broadcast networks that are in trouble.

by Matt Haughey October 28, 2003 in News

Comments

No. I disagree with AdAge that the marketers will be in joy over PVRs. I think they will be pulling their hair out soon.

The basic reason is pretty simple - the marketers need a standard way to inject their own message on ALL brands of PVR (either their own show or dynamic ads). Does such a thing exist across all PVRs today? I don't think so.

I do believe that they will discover large groups of users that they can target, but it will be targeted at specific types of PVRs.

The big draw that I see in the future is for broadcasters to offer subscriptions to shows or groups of shows for the PVR-centric public. My wife would gladly subscribe to the 'Everyone Loves Raymond' group while I'd subscribe to 'CSI'-like shows - with broadband delivery. Neither of us will put up with thirty second ads anymore. This leads to more in show product placement than anything else. I can imagine two price groups - one with ads that is cheap and one without ads that costs just a little bit more.

Posted by: Dave Kopper at Oct 28, 2003 2:36:48 PM

This is just the beginning, a couple of days ago returned from japan, and got a look at some prototype stuff and talk about future applications related to the pvr, marketing, spam and the mobile world.. fine line in the mobile world between marketing and spam...

I’m starting to believe that by summer of next year 2004 video will start to be the killer mobile application here in japan... But not how the carriers want it...

Sony and Panasonic are creating the ground works for video to be the key mobile application, but not with any carrier involvement..

Imagine every video device, your tv, tivo, vcr, dvd player, camcorders having either a SD card or memory stick writer... now imagine that it is a no-brainer to record or transfer any video content to SD memory cards... so that football game you missed, the travel video your friend emailed to you, the Oscars or Late Night Show that you could not stay up for, your child birthday party you missed, the CNN broadcast you recorded while taking a shower etc...

Think of it as video on the go...

Japanese next year will be watching videos here on the train, while heading to school or work with mobile handsets approaching vga resolutions... all playing mpeg4/real/vfw with true quality stored on the SD cards/Memory Stick…

What they won’t be doing is sending any of it wirelessly... but they might send still images from the video to friends wirelessly...

Now imagine the end of next year, when tivo like functionality is built into your handset over UMTS… That is it only a wish… The data charges will kill us…

also i don’t see these current portable PDA video play back devices as being that successful... no one wants to carry around another device....

Posted by: steve sherman at Oct 29, 2003 11:39:33 AM

Was browsing through blogspot when I stumbled here

Posted by: yaoi at Sep 25, 2004 11:20:24 AM

Why PVR Technology is good for marketers

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