TV planning: Align TV with VoD

Jean-Paul Edwards
Manning Gottlieb OMD

Strategic planning of online video within the broadcast framework is essential to maximise multi-platform video content and ensure it is reaching the appropriate audiences, writes Jean-Paul Edwards of Manning Gottlieb OMD

Online video technologies and the associated consumer behaviours have matured to the point where advertisers should consider them from a strategic point of view. They cannot replace traditional broadcast but can, depending on the audience, supplement it to varying degrees to evolve the TV schedule into an ever-more effective and creative multi-platform, audiovisual (AV) plan. Such plans blend broadcast, TV and device-based VoD with a variety of online video channels and techniques. The tools to do this are still in an early stage of development, but we are already a long way down the road towards the long-promised convergent future.