Unlocking the power of video on demand (VOD): Targeted strategies for maximum impact
Video on Demand (VOD) refers to video content that viewers can choose to watch at any time, streaming it over the internet. Unlike traditional broadcast television, where content is delivered to a large audience simultaneously, VOD provides a personalised, on-demand viewing experience. In the UK, VOD typically refers to on-demand TV services, provided by broadcasters, allowing viewers to catch up on shows or access archived content through apps or set-top boxes. Popular platforms include Sky On Demand, ITV Hub, All4, My5 and UKTV Play.
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Video on demand’s promotion excels in accuracy of targeting, allowing brands to reach specific audiences more successfully than conventional direct TV. This precision is priceless in today’s divided media scene, where reaching the right audience at the right time can significantly improve a campaign’s viability. Unlike linear TV, which broadcasts to a wide audience, VOD empowers sponsors to tailor their messaging based on detailed viewer data, resulting in more significant and impactful advertisements that resonate with the intended demographic.
In the UK, several prominent broadcasters provide extensive opportunities for advertising video on demand. Platforms like ITV Hub, Channel 4’s All4, Channel 5’s My5, UKTV Play, and Sky On Demand offer robust infrastructures for reaching diverse audiences. Each platform has its own unique viewer base and content, allowing advertisers to choose the most suitable environment for their ads. By partnering with these established broadcasters, brands can leverage the credibility and reach of well-known platforms to enhance their campaigns
VOD advertising offers flexibility in campaign strategies, functioning effectively as both a standalone tool and a complement to traditional TV campaigns. For advertisers aiming to engage lighter TV viewers, who may not be as accessible through conventional TV schedules, VOD provides an essential touchpoint. Additionally, when used alongside broader TV campaigns, VOD helps to reinforce messaging and extend reach, ensuring that brands connect with both wide and niche audiences
While VOD advertising typically comes with a higher cost per thousand viewers compared to linear TV, it offers a critical advantage: the ability to reach a more defined and engaged audience. This higher precision justifies the cost, as advertisers can avoid the wastage often associated with broader TV campaigns. The targeted nature of Video On Demand (VOD) means that every penny spent is more likely to result in meaningful engagement, making it a cost-effective option for brands seeking quality over quantity in their advertising efforts
VOD is a cost-effective way to reach a narrower, more defined audience. Although VOD campaigns require less budget, the cost per viewer is higher compared to linear TV, but the ones who watch your adverts are people with more chances to buy/hire your product or services. So advertisers need to understand their target audience to make the most out of it.
Large UK advertisers often use VOD to engage lighter TV viewers , very specific audiences who are harder to reach at the same time with standard TV schedules. Here, VOD complements traditional TV advertising, as major VOD providers offer different levels of targeting.
The main VOD advertising options in the UK are offered by three broadcasters: ITV, Channel 4, and Sky. Each provider has unique features and targeting capabilities, so understanding these differences is crucial for effective campaign planning.
VOD advertisers pay for viewers. A standard VOD campaign costs £35 CPM, compared to £10 on linear TV. This means it costs about 3.5p to reach one video on demand viewer, versus 1p for a TV viewer. The decision to invest in it should consider how effectively it can reach a more targeted audience compared to the broader reach of TV.
Our team at Impress Video Production, offers personalised service to help you decide between video on demand and linear TV advertising. We’ll respond via email, phone, or in person, and quickly develop a media plan. Once it is approved, we can book the campaign within three days of receiving cleared funds.
Having all the above in mind, you can choose the right VOD for your needs. If assistance is needed, please don’t hesitate to contact us via our contact form below. We are always beside your marketing needs and ready for action.
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