As the media landscape evolves, it can be difficult to appreciate the benefits and potential pitfalls of each medium. In this blog piece we help you understand VOD and how it could fit into your marketing plans.
What is VOD?
Alongside traditional linear TV, advertisers now have additional ways to reach audiences as part of a TV campaign, with Broadcaster Video on Demand (VOD) being one of the most effective. Broadcaster VOD plays an important role in extending the reach of a linear TV schedule, helping brands connect with lighter TV viewers who can be harder to engage through traditional TV alone. It also enables campaigns to target audiences with far greater precision than linear TV typically allows.
The main Broadcaster VOD platforms in the UK include ITV, Channel 4, Channel 5, and Sky. Each broadcaster offers different targeting capabilities, so the most suitable option will depend on your campaign objectives. In many cases, using one or a combination of these platforms can enhance overall campaign performance.
Why should advertisers consider VOD?
Broadcaster VOD is particularly valuable for advertisers looking to reach smaller or more niche audiences. Because campaigns can be highly targeted, VOD often allows for a more focused and efficient approach than linear TV. This can make it possible to run effective campaigns with lower overall budgets. However, the trade-off is that the cost per viewer may be higher, given the precision of the targeting. For this reason, it’s essential for advertisers to have a clear understanding of their target audience to ensure VOD is delivering value. If broad reach is the primary objective, a linear TV campaign may offer a more cost-efficient solution.
One of the key strengths of Broadcaster VOD is the ability to build audiences around very specific criteria. Whether you want to reach keen gardeners in rural locations who shop at Marks & Spencer, high-income households with an interest in technology and upcoming home renovations, or women in certain Yorkshire postcode areas who regularly watch drama, news, or films, VOD makes this level of targeting possible. By tailoring campaigns so precisely, advertisers can deliver more relevant messaging and maximise the impact of their TV advertising.
Want to know more?
Our TV team have watched VOD develop since its beginning. It’s an exciting option with lots of potential for advertisers but we also know how it stacks up against more traditional offerings. Getting the right mix for your business is crucial. As a media independent we’re uniquely placed to provide balanced media proposals that directly address client objectives and KPIs.
If you want a VOD campaign that works to deliver impressive ROI or you’d be interested to find out how VOD could complement your current advertising strategy, get in touch. We’d love to chat through options with you.
Find out more about our TV advertising services.