VOD Ads Gain Traction

As video consumption gradually shifts to the on-demand model, it’s only natural that the advertising dollars will follow. Based on some recent VOD activity, that could also represent a bit of good news for the advertisers that are pushing products.

Ads delivered via set-top VOD solutions have shown to be more effective than those delivered through linear TV, establishing a higher level of engagement with viewers, a top executive with the MSO-backed Canoe advanced-advertising joint venture said.

According to a recent Canoe study, VOD ads generated a 6% lift in retention, a 4% lift in the viewer’s desire to search out the advertised product and a 14% increase in overall ad “likability,” Chris Pizzurro, head of product, sales and marketing at Canoe, said during an advanced ad panel June 10 at the Multichannel News/Broadcasting & Cable OnDemand Summit here.

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