The Undiscovered Country: How ads perform in Video On Demand programs

This analysis of video-on-demand (VOD) advertising argues that TV has moved "beyond fragmentation", as programs are being carried on new digital and mobile platforms.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands