Are VOD services about to send DVRs the way of the dinosaurs?
Variety‘s Brian Steinberg reported this week that big media companies are finally embracing video on demand in the hopes that it will put the kibbosh on “ad-zapping” DVR devices and put more ad revenue back in those companies’ coffers.
With an ever-increasing array of platforms and services that allow viewers to watch what they want, when they want it—even if there are a handful of forced ads—DVRs are looking more and more like antiquated relics.
“With video on demand, consumers don’t need to shell out another 10 bucks to their cable operator for DVR service, or worry about start times or an overflowing cache of video,” Steinberg writes.
And the networks are working to solve one of the biggest sources of hesitation among advertisers—namely that VOD ads could grow stale.
Fox, NBCUni, and CBS are all experimenting with dynamic ad insertion—the ability to swap out older ads on episodes that have been loaded into VOD platforms.
Read More: Variety
Brief Take: Networks have long been looking for a way to claw-back some of the control that viewers have won over how much advertising they watch. If dynamic ad insertion proves successful for advertisers, TiVo and other DVR makers could be in a world of hurt.
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