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Consumers Warming to Emerging Television Advertising
Services
Survey finds consumers willing to trade viewing information
to advertisers for the ability to fast-forward through commercials with a
DVR
Nearly one-half (46%) of U.S. Internet consumers aged 13 and older are
comfortable with viewer tracking and targeted advertising services if
offered in conjunction with ad-skipping capabilities, according to
Digital
Entertainment: Changing Consumer Habits, a new study from Parks
Associates.
This study, based on a survey of more than 2,000 consumers in U.S.
households with Internet access, finds that consumers respond favorably to
prospective television advertising services that track their viewing
habits and produce targeted TV or e-mail ads if they also have the ability
to fast-forward or skip regular TV commercials.
“This finding bodes well for TiVo and other PVR/DVR developers, who are
hoping to balance viewers’ desire to have fewer commercials with the needs
of broadcasters and advertisers to better measure their audience and drive
more value from advertising,” said
Kurt Scherf,
vice president and principal analyst at Parks Associates. “The PVR/DVR
platform has great potential to reshape how consumers interact with
marketing messages and to improve the connections between advertisers and
potential buyers.”
Scherf
notes that the advertising lessons now emerging from the PVR/DVR space are
also applicable to service providers as they seek to deploy more
interactive IP video services, including offerings from both telcos and
cable MSOs.
“Advertising revenues will be important for next-generation video
providers in solidifying their services,” Scherf said. “In addition to
building more robust ARPU and increasing customer satisfaction via
on-demand applications, targeted advertising applications that better
measure viewer preferences and then drive targeted purchases should be
part and parcel of business model development with IP video services.”
Parks Associates’
Digital
Entertainment: Changing Consumer Habits is an Internet-based
survey instrument of 2,084 U.S. consumers in households with Internet
access, including 270 teenagers between the ages of 13-17. This study
analyzes consumer behavior for digital entertainment in the home,
including product purchases, service subscriptions, use of home computers
and the Internet for multimedia purposes, and interest in new Internet-
and carrier-based services.
For additional information on
Digital
Entertainment: Changing Consumer Habits, visit
http://www.parksassociates.com or contact 972-490-1113 or
sales@parksassociates.com.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, in
partnership with the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
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