WHAT IS WONDERFUL ABOUT THIS WORK?
We used paid search innovatively as a time-sensitive, cost-effective medium to tap into a growing Video on Demand market. Our click-through rate increased YOY from 5% to 12% and cost per view decreased from £0.82 to £0.05.
To maximise advertising yield from VOD on Channel4.com. Video views for Catch Up had to achieve a cost-per-view of less than 15p.
STRATEGY AND TARGETING
VOD is an increasingly competitive market, including BBC iPlayer and ITV Catch-Up. This growth...