Study: VOD Ads Highly Effective

Advertising in VOD programming offers specific advantages for brand marketers to effectively engage consumers, according to the Phase II study of the Advanced Advertising Media Project (AAMP), a BlackArrow and 4A's research initiative to measure the impact of advertising within free VOD.The study, which examined the viewing behavior of more than 1,000 consumers, indicated that advertising within a VOD environment has a positive impact on the level of engagement of consumers, enabling agencies, cable operators and networks to leverage full, linear TV ad loads, while allowing advertisers to utilize longer-form approaches that can serve as avenues for enhanced creativity.Public reports discussing the findings of Phase I and Phase II are available for download at http://aamp.blackarrow.tv. Phase III, a market trial leveraging findings from the prior phases, will be conducted in the first half of 2012.