DVR Owners Don't Skip All Ads — At Least When Participating In Studies
from the crazy-for-coupons dept
When they’re not lamely and incorrectly complaining about massive revenue losses due to ad skipping or trying to ban skipping altogether, advertisers and networks have struggled to create new ways of reaching DVR users. Usually the plan takes one of two forms: make ads even more intrusive and annoying, or make ads more interactive to simulate the medium they’re losing out on, ie, the internet. Neither of these approaches have had much luck. But there is a glimmer of hope. A study has found that DVR owners are just as likely to respond to ads tempting them with coupons as non-DVR owners are. In the study, a set-top box blinked during an ad when special offers were available for that product. Viewers could remove a memory stick from the box and plug it into the computers later on. To be sure, study participants might have been influenced by knowledge of the promos, or maybe by just being thrilled to participate, a la the Hawthorne Effect. However, it does seem to show that people (even those who own DVRs) might pay attention to ads more when they are relevant and interesting. Ads work even better when viewers can proactively indicate they want the ads, not when ads are dressed up like web content or forced on viewers who don’t want them.