Can you imagine living without a DVR player? The first DVR shipped in 1999. Now, close to 50% of American households have at least one DVR player. Has the DVR helped to move product placement marketing forward on television shows?
For those of you who may not know, DVR stands for Digital Video Recorder. Much like a computer hard drive, DVR players record and save shows with the touch of a button. Prior to DVR's, consumers recorded shows on VCR machines (Video Cassette Recorders). When DVD players (Digital Versatile Disc) replaced VCR players, DVD recorders were also introduced although did not catch on in popularity.
What effect has the DVR player had on how television productions and brand partners approach TV show product placement? DVR technology has had an impressive impact, with many brands concerned about consumers easily skipping commercials when watching their favorite shows. In the late 80's/early 90's, product placement was alive and well but the focus was distinctly different than it is today. Brands were content with on-camera exposure, as long as there was "implied endorsement" by lead actors. As DVR players have made their way into our homes, brands have pushed network productions for product placements (now known as "brand integration") which are more integral to show story lines.
So what's the bottom line? You can fast foward through commercials (not counting the Super Bowl), but you cannot ignore products that are organically woven into your favorite TV shows. Product placement marketing will continue to evolve as technology becomes everymore integrated into our television viewing experience.
For those of you who may not know, DVR stands for Digital Video Recorder. Much like a computer hard drive, DVR players record and save shows with the touch of a button. Prior to DVR's, consumers recorded shows on VCR machines (Video Cassette Recorders). When DVD players (Digital Versatile Disc) replaced VCR players, DVD recorders were also introduced although did not catch on in popularity.
What effect has the DVR player had on how television productions and brand partners approach TV show product placement? DVR technology has had an impressive impact, with many brands concerned about consumers easily skipping commercials when watching their favorite shows. In the late 80's/early 90's, product placement was alive and well but the focus was distinctly different than it is today. Brands were content with on-camera exposure, as long as there was "implied endorsement" by lead actors. As DVR players have made their way into our homes, brands have pushed network productions for product placements (now known as "brand integration") which are more integral to show story lines.
So what's the bottom line? You can fast foward through commercials (not counting the Super Bowl), but you cannot ignore products that are organically woven into your favorite TV shows. Product placement marketing will continue to evolve as technology becomes everymore integrated into our television viewing experience.
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