The Undiscovered Country: How ads perform in Video On Demand programs
Bruce GoerlichRentrak
Summary
Television as medium has moved beyond fragmentation, into granularity, as programs are being carried on new platforms such as mobile, the Internet, and Video On Demand. VOD viewership has been growing at double digit rates, with the largest portion of growth coming from "traditional" TV programs being placed by TV networks. However, there has been little understanding of how commercials perform in VOD.
The value of advertising time in VOD is immense, given that viewers have to be actively engaged to select the programs. VOD...