VoD ad opportunities hampered by lack of integrated planning

Kate Maloney

Advertisers have been slow to harness the potential of video-on-demand (VoD). The article discusses the barriers to engaging with the medium: siloed company structures, failure to understand why audiences use different channels, negative impressions extrapolated from one or two bad examples.

VoD ad opportunities hampered by lack of integrated planning

Kate Maloney

Video-on-Demand (VoD) has been called the next big thing in content consumption because it gives consumers flexibility and choice. But it is still viewed with scepticism and caution by most advertisers and agencies.

The potential of VoD has been proved through the popularity of Joost and, in the UK, BBC iPlayer, confirming that VoD is capable of reaching a mass audience.

The ad-free BBC iPlayer has had a positive knock-on effect on commercial VoD offerings. VoD allows advertisers to associate their brands with content that is sought by a...

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