Video on Demand (VOD)

The ways in which we are choosing to consume media continue to change to reflect our need for information and content as and when we want it. Although traditional media platforms such as linear TV, Press and Online Search are key drivers in any advertising campaign, it can’t be denied that channels like Video on Demand (VOD) are increasingly more popular methods of consuming media and the lines between where TV ends and online begins are becoming increasingly blurred.

VOD can take two forms, either TV VOD, where it is consumed via a television set which is connected to the internet and supplied through companies such as Virgin Media, BT and Talk Talk to name a few. Alternatively there is PC VOD which most of us will most likely have used at some point with services such as the BBC Iplayer, ITV player, 4OD and Demand Five fast becoming popular services for catch up viewing.

For advertisers this presents a great opportunity to connect directly consumers in a measureable and controlled environment and at relatively low cost. Clearly you are able to select which programs you want your VOD Ad to be seen in or you can buy a package of programs, this allows for a tightly targeted campaign. You also have a captive audience and one who is actively choosing to view the program which means interest will be high in what they are watching. Not only that but as audiences are able to click-through the VOD ad to the advertiser's website; it offers a fantastic opportunity for driving traffic to the advertiser's website. You can also use your existing copy from a TV campaign if you have it, so production costs need not be high.

The art of planning and buying a successful VOD campaign lies in understanding not only the key target markets of our clients but also appreciating the changing media landscape and the way in which these audiences choose to consume media. Through deeper understanding of our client's consumers, great cost efficiencies and substantial experience in planning and buying VOD campaigns, we are able to deliver a great ROI for our clients.