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...