Media companies including the 4A’s, BlackArrow, A&E Television Networks, CBS, Comcast, Digitas, Discovery Communications, Horizon Media, NDS and Rainbow Media, today unveiled the Advanced Advertising Media Project (AAMP), a broad-scale research initiative that brings together media industry stakeholders to measure the impact of advanced advertising within free video on demand (VOD) television programming.

This multiphase initiative will test, measure, analyze and compare consumer perceptions and responses to advertising within VOD versus traditional TV environments. AAMP will leverage the collective knowledge and expertise of advertisers, agencies, programmers and cable system operators to shape dynamic advertising strategies and measurement that can help the industry to accelerate the monetization of VOD content.?

“As consumer viewing trends evolve, agencies are seeking clarification on how best to integrate numerous TV viewing platforms into their media buys and optimize value for advertisers,” said Mike Donahue, executive vice president, 4A’s, in a statement. “By working together with industry leaders on the AAMP initiative, we will be able to gather and analyze data that supports research-based, strategic decisions around advanced VOD advertising.”??

In the first phase of the study, AAMP researchers completed in-depth interviews of more than 20 media industry thought leaders to secure a baseline understanding of industry perceptions and opportunities related to dynamic VOD advertising. Study results, to be announced shortly, will cover such topics as the current perceptions of TV; the future of advanced TV; barriers to advertising adoption within VOD; and the prioritization of requirements – by sector – of VOD advertising.

Phase Two will comprise a VOD media research lab to explore and validate consumers’ experiences when engaging with advertising in simulated VOD and linear TV environments. Phase Three, an in-market test, will employ the collected media lab data as a basis for comparison with real-world results in a live, consumer trial.

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