(Time Warner and Comcast Want to Make You Watch Commercials Again). With the use of DVR and video on demand, it’s possible to avoid commercials; for the people that is the best invention that has ever happened in the history of cable, but for advertisers, it’s not favorable at all. “Networks complain they make ad spots harder to sell, since advertisers can’t be sure when people would actually watch their programs—a day later? A week later? If a movie studio wants to advertise an upcoming film, how can it be sure people will see its trailers before opening weekend? The two sides have hit on a potential solution called dynamic ad insertion. That’s the industry term for swapping out old ads for new ones depending on when a prerecorded program is being watched.” (Suddath) As a result of this, many advertisers are not able to expose their advertisements on the desired
(Time Warner and Comcast Want to Make You Watch Commercials Again). With the use of DVR and video on demand, it’s possible to avoid commercials; for the people that is the best invention that has ever happened in the history of cable, but for advertisers, it’s not favorable at all. “Networks complain they make ad spots harder to sell, since advertisers can’t be sure when people would actually watch their programs—a day later? A week later? If a movie studio wants to advertise an upcoming film, how can it be sure people will see its trailers before opening weekend? The two sides have hit on a potential solution called dynamic ad insertion. That’s the industry term for swapping out old ads for new ones depending on when a prerecorded program is being watched.” (Suddath) As a result of this, many advertisers are not able to expose their advertisements on the desired