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‘Connected Advertising’ key to the kingdom of VoD

With the ‘pro VoD’ market still in its infancy, we are seeing an explosion of platforms, with publishers unable to keep up with consumers’ demand for content. For VoD to get its due share of marketing spend, however, we are still in search of “the right type of data, to prove we’re good at response”.

This was the word from Gary Knight, Brand Partnerships Director at ITV, speaking at AOP’s ‘Driving the Online Video Market’ event yesterday.

With dual and triple screen experiences on the rise, Knight added that we’re creating a connected world, but not connected advertising – cross-media advertising, driving both branding and response, via TV, online display and VoD. At agency level, brand activation and brand building teams should be brought into closer contact.

Knight urged publishers to dismiss fears of cannibalisation - with VoD up to this point largely focused on catch-up, “quicker we unlock archive, the quicker we unlock revenue.”

YouTube and Channel 4 are doing just that - under the video site's ‘Shows’ channel, with the broadcaster retaining control of sales. YouTube’s Bruce Daisley explained its merits as a syndication partner in data terms – with 50% of users on average logged in at any one time, viewer information and stats extend to age and gender.

Echoing Knight’s view, David Webb, Client Director, Media & Entertainment Research at Nielsen explained the importance of the medium proving its effectiveness through cross-media research. UKOM is establishing an online audience measurement gold standard, and during the Summer, Nielsen’s Video Census product will enable tagging of video to ultimately allow granularity on a programme-by-programme level.

A multi-layered approach

With the final word on the key to commercial growth of VoD, PHD's Head of Online Trading, Harriet Perry and Head of Video on Demand Camilla Day emphasised again the importance of a ‘multi-layered approach’ – display with preroll ads, or on- and offline together. They urged publishers to collaborate – “act as a collective to compete”, whether via selling aggregated content verticals or standardised creatives.

Highlighting PHD’s partnership with ITV and Sainsburys on X Factor, producing cooking-themed shows online featuring the programme’s contestants, they showed ‘connected advertising’ in action, across multiple touchpoints, with engaging content benefiting both client and media owner.

A VoD blueprint for non-broadcast publishers

Representing non-broadcast publishers in this space, Future Publishing’s Programme Manager of Video, Grant Bremner gave a thorough summary of legal, editorial, technical and business concerns for non-broadcast publishers moving into VoD (members can access his presentation) – the key message was be adaptive, and adapt quickly:

  • Disclosure and rights need to be thought about – Future is developing acoustic and visual fingerprinting to protect its IP, and make monitoring and informing infringements easier
  • A central video management tool across all products is key – enabling you to move into new channels seamlessly as they emerge in future

In summary, ITV's Knight emphasised that we’re still playing catch up to the user. Killer research will follow case histories, which the World Cup will provide in spades, as the next major example of the growth of dual screen experiences.

He predicted a move towards a new definition of VoD – either ‘static’ TV VoD or a catch-all ‘roaming’ VoD, covering everything from computers to mobile and tablets.

Members can download presentations from the event.

Video from the event coming soon.

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This event was supported by Ooyala

Homepage image - 'TV on YouTube on my Wii on my wall' by dan taylor.

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