AAMP: VOD Ad Potential Largely Untapped

The Advanced Advertising Media Project released its Phase I survey of the impact of advertising within free VOD. Overall, the survey results indicated that VOD's advertising potential is large, but as yet largely untapped. The study was designed to provide a baseline understanding of industry perceptions and opportunities related to dynamic VOD advertising. Among the findings:

• VOD is full of potential, but hampered by a lack of established business practices.



• Metrics that approach established measurement tools already in use within the industry are critical to helping advertisers understand the value of on-demand placements.



• Full-scale research is required to gauge consumer awareness and usage of VOD, as well as reactions to advertising in a VOD context.



• VOD needs to be packaged as a product and marketed to both advertisers and consumers in new ways.



• VOD affords an opportunity for advertisers to connect to consumers in an engaging, focused viewing environment.

A summary of the Phase I study is available for download at http://aamp.blackarrow.tv/aamp-download/. Phase II is expected to be complete by the end of the summer.