Have good content, will watch ads: new research shows the viability of VOD advertising.(On Demand: WHERE CONTENT MEETS TECHNOLOGY: VOD * HDTV * DVR * ITV * HSI)
Multichannel News, June, 2005 by Stump, Matt
A couple months ago, executives from erinMedia LLC released some eye-opening video-on-demand usage statistics at a conference on advertising and technology. In a nutshell, the research showed that a majority of the people who call up a VOD program watch the 15- to 30-second commercial associated with that content.
This is one of those kernels of information that most VOD proponents hoped would become reality. And it's another important step towards legitimizing VOD as a viable revenue stream. The services erinMedia provide are detailed on page 37. It joins an underground band of companies pushing to make VOD a legitimate advertising revenue stream. Like other proponents in the space, change can't come fast enough. But if you step back and take a...
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