Ofcom: 80% of DVR Users Skip UK TVCs

Close to 78% of people in the U.K. who own digital video recording devices, or DVRs, claim to fast forward advertisements, according to new research last week from U.K. communications regulator Ofcom.

The findings suggest widespread fears that the growing use of the devices could hit advertising revenues are well-founded. Ofcom said 15% of U.K. television households now have such devices, which include Sky + and other similar products.

Big numbers, which might come as warning shock for marketers and networks locally, with Foxtel IQ, IceTV and now TiVo destined for our shores in the new year. Though, word has it Seven is already finalising million-dollar TiVo advertising deals with at least 20 big brands (yeah right), and you can bet a key concern for each of those is that ads won't be effective if TiVo users can skip through them at the press of a button. At present, DVRs are found in about 320,000 of Australia's 7.8 million homes. That number includes the 200,000+ subscribers to pay TV operator Foxtel and its IQ service.

After IceTV's triumphant Federal Court victory against Nine earlier this month, InShot plans to move ahead with Ice to explore future telescopic ad models in both its device and web-based services.

Yahoo! In-Mobile Advertising

Well, it seems like everybody is getting "in" on the action these days. Information Week reports Yahoo has acquired Actionality, a German mobile advertising technology company, for an undisclosed sum.

Actionality provides software technology that inserts none other than ads in content for mobile devices, such as mobile phone games. The company claims that it has simplified in-game branding and advertising to the point that it's a one-click process. The purchase gives Yahoo access to software technology that inserts ads in content for mobile devices, such as mobile phone games.

Branded Entertainment Fastest

Earlier this month, we took note of New York private equity firm Veronis Suhler Stevenson 2012 study, which forecast branded entertainment will be among the fastest-growing media segments over the next five years, but we knew this already. One thing we did pay attention to in the report was that consumers are spending more time with "consumer-supported media," such as webisodes and video games, instead of traditional ad-supported media, such as broadcast TV and print newspapers.

Google's In-Video Advertising Play on YouTube

Nearly a year after shelling out $1.65 billion to acquire video-sharing darling YouTube, Google has introduced an ambitious in-video advertising strategy this week aimed at legitimising its hefty investment in the San Bruno startup.

AdoTube's In-Video Adittude

In the race for best in-video advertising model AdoTube's all-new Instream Flash Media Player wins hands down. Unlike other models, which, in effect, steal time, AdoTube offers an alternative, unique way to advertise online without disrupting the user experience.