4-day-old cable VOD ads are more effective than standard TV commercials, finds Canoe

Cable industry advanced advertising consortium Canoe says ads stay fresher over time on cable VOD.

Citing research conducted by Frank M. Magid, the joint venture said that ads on cable video on demand service that were viewed four to seven days after their initial airing outperformed general TV commercials, aimed at the same demos and viewed at the same duration after initial broadcast.

According to the study, “brand opinion” was 14 percent higher and “intent to recommend” the product or service was up 37 percent for cable VOD. Perhaps most relevant: “intent to purchase” was 3 percent higher. In addition the study found the VOD ads scored higher on ad receptivity metrics, scoring 22 percent higher in ad relevance than general advertising. The study also found a greater ad impact by 14 percent in consumers wanting to visit the brands’ website.

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