The key risk in long-form video-on-demand (VOD) advertising is producing and hosting content that nobody ends up seeing. This case study, from a leading brick-and-mortar retailer, reveals a key driver of campaign performance that could determine the success or failure of your VOD initiatives.
Free VOD is at an early, unformed stage and many users know neither of its existence nor how to access it; current research estimates free VOD usage rates of less than 15 percent of households with access. Consequently, many free VOD advertising campaigns include “Branded Navigational Units” (BNUs): 30-second promotional spots that run on standard cable channels and promote the free VOD content that the cable operator has placed on its service. For example, an advertiser may place multiple five-minute free programs describing their products on the operators’ platforms and also run BNUs teaching how to access the long-form ad content.
In this Digital Marketing Insight, the importance of cross-promotional spots to increase VOD viewership are quantified, and show the impact of those cross-promotions based on when they were delivered.
Microsoft Advertising Institute publishes Digital Marketing Insights (DMIs), a series of publications by digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each DMI is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. Microsoft Advertising Institute also provides education in digital marketing to Microsoft customers.
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Download the complete Digital Marketing Insight report to learn more about research findings and key takeaways.
