“In a crowded media environment, relevant ads and brand experiences are critical for engaging consumers … Just as technology has made it easier for consumers to control the amount of advertising they see, it has also made it easier for advertisers to reach the right consumers at the right time and in the right place. The advertisers with the greatest brand and sales impact will naturally be those that connect messages about products and services with the people who want them.” Megan Clarken, President, Nielsen Product Leadership
VOD content or video on demand, refers to free video content services like BBC iPlayer, 4OD or ITV Player.
Such platforms are incredibly popular. The busy modern lifestyle doesn’t quite complement sticking to an unforgiving TV schedule and video on demand’s ability to allow you to watch your favourite shows when and where you want has proven a great success.
With the exception of the BBC, many such platforms rely on advertising to enable them to provide the content that appears on their websites. But in an era when illegal downloading is rife and people increasingly want fast and free content, what do consumers really think about the adverts on such platforms?
The answer may surprise you.
The clever folk at Nielsen have unveiled a study that suggests consumers don’t actually mind such platforms making you watch adverts in return for free content.
Nielsen studied more than 30,000 online users from 61 countries throughout Europe, Latin and North America, the Middle East, Africa and Asia Pacific, to discern their viewing habits and preferences when it came to VOD and advertising.
It seems consumers understand the need for VOD platforms to support themselves with advertising and 59% of the studies respondents suggested they don’t mind having to watch adverts in return for free content.
Why wouldn’t you?
The only expense to viewers is a token amount of time. It’s a small price to pay for high quality, free content that is available whenever it suits you.
This is encouraging news for advertisers, especially when you consider that VOD is becoming part of consumers routines with 43% of those surveyed suggesting they use a VOD service daily.
But whilst 51% strongly or somewhat believe the advertisements offer them ‘good products to try’, the study reveals that there are still plenty of lessons to be learned for marketers and advertisers alike when it comes to VOD advertising.
Because two-thirds (66%) of the global respondents mentioned that most VOD ads are for products they don’t want. Which suggests advertisers are struggling to find their target audience through VOD advertising.
Still, the fact that consumers are happy to watch VOD advertising demonstrates that the platform delivers a highly engaged audience. It’s only a matter of time before advertisers begin to truly capitalise on it.
Other Important Findings from the Study
-Nearly two-thirds of global respondents (65%) say they watch some form of VOD programming, which includes long and short-form content.
-More than three-quarters of global respondents (77%) who watch VOD programming agree that they do so because they can view at a time that is convenient for them.
-Among those who watch VOD programming, Millennials and Gen X respondents are the most likely to agree that they like to catch up on multiple episodes at once.
If you would like help with video content for your advertising campaigns feel free to get in touch with The Living Room today for friendly and expert advice.