The Phase I survey of the Advanced Advertising Media Project (AAMP), an industry-wide research initiative to measure the impact of advertising within free video-on-demand (VOD), yielded insight on the diversity of attitudes toward VOD advertising; the importance of marketing VOD as a product; and the need for a better understanding of consumer behaviors. The study further surfaced the overarching belief that free VOD has the potential to play a unique role in the television ecosystem as a platform for relationship marketing between advertisers and consumers.

Designed to reveal a baseline understanding of industry perceptions and opportunities related to dynamic VOD advertising, the AAMP Phase I media insights study included more than 20 in-depth interviews with media industry thought leaders. Among the most widespread findings:

  • Long-held attitudes and perceptions remain that VOD is a medium full of potential, but hampered by a lack of established business practices.
  • Metrics that approach established measurement tools already in use within the industry were identified as critical to helping advertisers understand the value of on-demand placements.
  • Full-scale research is required to gauge consumer awareness and usage of VOD, as well as reactions to advertising in a VOD context, where little visibility exists today.?
  • VOD needs to be packaged as a product, and marketed to both advertisers and consumers in new ways that highlight the unique qualities of the VOD medium.
  • VOD affords an opportunity for advertisers to connect to consumers in a highly engaging, focused viewing environment.

Among the companies that participated in the survey were A&E Television Network, Cablevision-RASCO, CBS, Combe, Comcast, Digitas, Discovery, FOX, General Motors, Interpublic Group (IPG), Mediasmith, MediaVest, NBCU, Rainbow Media and Starcom.

Today, the AAMP working group has completed the test design and has defined the parameters of the second phase of the study – a VOD research lab that explores and validates consumers’ responses when engaging with advertising in simulated VOD versus traditional TV environments. Phase II is expected to be complete by the end of the summer.

The Daily

Subscribe

Delaware Doles Out BEAD Grants to Comcast, Verizon

Delaware became the second state behind Louisiana to announce grant funding awards from its BEAD allocation, awarding Comcast and Verizon $17.4 million to provide service to eight grant areas across the state

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Apr 16
Cablefax 100 Awards Nominations Open November 13th, 2024.
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.