The Competitive Impact of Targeted Television Advertisements Using DVR Technology
研究了数字录像机（DVR）技术如何通过允许消费者跳过广告和收集消费者信息来影响企业的广告定向能力，并分析了这种能力在双头垄断竞争中对定价、广告投入和利润的影响。
ABSTRACT Digital video recorders (DVRs) are an emerging technology that is fundamentally changing the competitive landscape in industries that advertise on television. Perhaps the most familiar impact of DVR technology is that it enables consumers to avoid advertisements (ads) by fast forwarding through them. However, this “zipping” of ads is only one aspect of the impact of DVR technology. DVRs also collect a wealth of information at the consumer level that can be used by firms to target their ads more effectively. We examine how this targeting capability moderates the impact of ad avoidance in a competitive setting. Insights are provided on how best to manage this emerging technology in terms of the key managerial decisions of product pricing and advertising efforts, as well as its impact on profits in a competitive (duopoly) marketplace.