Cable VOD offers better ad engagement than linear
DetailsMichelle Clancy | 12 May 2015
Cable video-on-demand (VOD) turns out to be a boon for brand marketing — even though consumers can conceivably fast-forward through adverts in some instances.
A study from Canoe found that ads viewed within cable's free VOD programming in the Day 4+ window have a stronger lift on brand metrics than those viewed in general TV advertising — which ncludes viewing on live programming, DVR and VOD anytime.
Specifically, the study found that ads viewed in free VOD programming between the fourth and seventh day after the live airing outperformed general advertising on brand opinion by 14%. Also, it outperformed intent to recommend by 37% and intent to purchase by 3%. Both general viewing and VOD viewing audiences were comparable in gender, age, income and free VOD usage.
In addition, the study found that ads viewed in free VOD programming between the fourth and seventh day after the live airing scored higher on ad receptivity metrics, coming in with 22% higher in ad relevance than general advertising. It also found a greater ad impact by 14% in consumers wanting to visit the brands' website.