During this week’s Multichannel News/B&C fourth annual On Demand Summit, Comcast’s Chip Meehan (Comcast Spotlight’s West regional vice president of integrated media sales) said he expects video-on-demand (VOD) advertising impressions on free VOD content to increase tenfold in the next 12 months.
Comcast offering VOD, which allows subscribers the ability to watch what they want, when they want, is nothing new. In fact, there have been approximately 25 billion VOD views since it was introduced in 2003 and 400 million VOD views each month.
With the number of views growing, VOD is very popular. Generally, cable subscribers are fans of VOD; media buyers, however, not so much. Those who purchase ad placements have had difficulties in reaching VOD viewers with timely messages and haven’t been able to capitalize on this audience.
Soon that will change with Comcast’s new dynamic ad insertion technology. The lead time for commercial placement on VOD has been shortened from 2-3 weeks to 2 days prior to the schedule start date. So, messages will be able to feature timely offers (one-week sales/offers) in a relevant timeframe, which is very important for account categories like QSR (McDonald’s, Taco Bell) and retail (Macy’s, Rooms To Go).
It’s nice to know advances aren’t only taking place on the internet but with traditional media as well.
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