Advertising Formats
VOD Advertising
The living room environment changed and the TV is not a TV anymore. The smartTV and streaming apps have taken over and are now the de facto content hub with more advertising opportunities than ever before.
Be it Broadcast TV advertising or VOD advertising, both are and will always be important opportunities for brands to engage with consumers and potential buyers. And not just for the scale and reach they bring but because today both of them offer more than ever before unique opportunities from sponsorships, to selective VOD ad placements, and data-led granular targeting capabilities. Here at One Day Agency, we have vast experience in planning and buying VOD Advertising on all TV networks such as ITV, Channel 4, Sky, streaming services and more.
Video On-Demand Advertising.
VOD advertising is one of the most flexible ways in many senses to traditional on-air TV campaigns for connecting with a specific and targeted consumer audience. Well-planned VOD ad placements can reach detailed demographics, including age, gender, and location, as well as specific viewer data such as the show or genre being watched.
Video-on-demand advertising besides being a great awareness format also has many other benefits such as allowing viewers to click on the ad, directing them instantly to your website or social media accounts, and facilitating the customer's progression from awareness to purchase in a trackable and scalable way.
VOD provides flexibility in exploring various formats, ranging from simple videos to interactive games, and even allows the audience to choose which ad they want to view. These features not only enhance engagement but allow for more specific and pertinent ads, as they have the autonomy to select content that holds the most value for them.
App-based Streaming Service Advertising.
App-first streaming services such as Netflix, Disney+, Now TV, Prime Video and others offer multi-device targeting opportunities and, like Video-On-Demand, highly engaged audiences keen on their favourite TV shows and movies.
Along with demographic targeting and other standard options, the biggest opportunity is engaging with fans directly by doing brand-advert tie-ins, product placements, sponsorships and more.
VOD Advertising has advanced capabilities.
For advertisers, Video On-Demand offers innovative capabilities to tailor their messages to distinct audience segments, leveraging demographics such as age, location, lifestyle, family composition, and more. This level of customisation is advantageous for companies with diverse product ranges. For instance, an automotive company might opt to showcase family-oriented vehicles to households, while presenting sports cars to affluent single males. Or ads to EV owners by leveraging DVLA data.
Some of the more advanced unique targeting options are based on audience viewing habits, proprietary customer data, or specific preferences regarding ad frequency and scheduling. This nuanced approach allows advertisers to further refine their campaigns and enhance the relevance of their messaging.
YouTube Advertising.
Every month, YouTube draws in billions of users, providing an immense potential reach for advertisements and brands. Even though not considered part of VOD, 75% of YouTube viewers do watch content on SmartTVs in their Living Rooms. And since it is the second largest search engine in the world and part of Google’s network gathering hundreds if not thousands of signals of the consumer’s behaviour, YouTube Advertising becomes a powerful video advertising platform with a range of placements, granular targeting capabilities and more carrying unique advantages tailored to different objectives.
How can One Day Agency help?
With a broad range of options, VOD Advertising requires knowledge and a holistic view of media in general since typically VOD advertisements don’t run on their own. This is where our OOH & TV senior team comes in. Working without knowledge silos, we work collaboratively with brands to assist them in delivering high qualify, high-performing VOD advertising campaigns that complement their marketing mix and scale their ambitions.
Our Latest VOD Advertising Campaigns
Client: Raventós Codorníu
Network: ITV VOD
This VOD Advertising Campaign targets the brand’s core audience with Program Select options and was part of a wider cross-channel integrated campaign with multiple formats.
Client: Bugaboo
Network: Sky - AdSmart from Sky
For their UK-based sales activation campaign aimed at a niche audience of high-net-worth expectant mothers, we’ve strategically leveraged Sky’s advanced audience targeting capabilities. By integrating data from retail partners and consumer behavior insights, we were able to accurately identify and reach the brand’s ideal customer segment. The TV campaign was delivered through Sky’s Video On-Demand platforms to ensure maximum relevance and engagement. Additionally, we provided digital media consultancy to help the brand optimize campaign performance, recommending tactics to boost ad recall and increase impact through complementary digital channels.
Client: Feather Down Farms
Network: Sky VOD
Feather Down Farms, offering a unique luxury camping experience, aimed to drive brand awareness among affluent families with a passion for nature and the outdoors. From strategic media planning and creative development to ClearCast approval, we delivered a targeted TV advertising campaign across Sky’s Video On-Demand platforms. Complemented by Out-of-Home placements, the campaign successfully built frequency, enhanced relevant reach, and boosted brand awareness across all 21 Feather Down Farm locations nationwide.
Frequently Asked Questions.
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Video On Demand Advertising, commonly known as VOD advertising or more precisely as BVOD (Broadcaster Video On Demand) advertising, are ads broadcasted through on-demand platforms offered by television broadcasters. You may have heard of popular ad-supported services such as like Sky On Demand, ITV X, All4, and My5.
The key difference between VOD and broadcast TV advertising is that video content is initiated by the viewer and streamed over the internet, allowing for a 'one-to-one' viewing experience as opposed to a 'one-to-many' basis.
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Yes, there are different types of Video On Demand advertising. Here are some common types:
Pre-Roll Ads: These are ads that play before the selected content begins. They are typically short and aim to capture the viewer's attention quickly.
Mid-Roll Ads: These ads appear in the middle of the content, interrupting the viewing experience. They are generally longer than pre-roll ads.
Post-Roll Ads: These ads are displayed after the main content has finished. They may have a higher completion rate as viewers have finished watching their chosen content.
Overlay Ads: These are semi-transparent ads that appear on the bottom or top of the video content while it is playing. They are less intrusive than mid-roll ads.
Interactive Ads: These ads allow viewers to engage with the content. They may include clickable elements that lead to additional information, websites, or interactive experiences.
Skippable and Non-skippable Ads: Some platforms offer the option for viewers to skip the ad after a few seconds. Non-skippable ads require viewers to watch the entire ad before accessing the content.
Branded Content: In some cases, advertisers may collaborate with content creators to produce branded content that is seamlessly integrated into the VOD platform.
Dynamic Ad Insertion: This technology allows advertisers to target specific demographics or customise ads based on the viewer's preferences, making the ads more relevant to individual viewers.
Sponsored Content: Advertisers may sponsor entire shows or series, aligning their brand with specific content to reach a particular audience.
The specific types of VOD advertising available can vary depending on the platform and the technological capabilities of the service. Advertisers often choose the type of VOD advertising that best aligns with their campaign objectives and target audience.
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Yes - if executed strategically,
The effectiveness of VOD ad placements depends on various factors, including the target audience, the quality of the ad content, and the goals of the advertising campaign. Here are some reasons why VOD advertising can be effective:
Targeted Advertising: VOD platforms often provide sophisticated targeting options based on demographics, interests, and viewing habits. Advertisers can reach specific audience segments with relevant content, increasing the chances of engagement.
Flexibility and Interactivity: VOD allows for diverse ad formats, including interactive elements. Viewers can click on ads to learn more or be directed to a website, enhancing user engagement and potentially influencing the customer journey.
Data and Analytics: Advertisers can access detailed analytics and performance data, allowing them to assess the effectiveness of their campaigns. This data-driven approach enables adjustments in real-time to optimise ad delivery and maximise impact.
On-Demand Viewing: VOD platforms cater to viewers who prefer on-demand content, providing advertisers with an opportunity to reach audiences at their convenience. This flexibility can contribute to higher viewer engagement.
Extended Reach: VOD platforms often have a global reach, allowing advertisers to extend their audience beyond traditional geographical boundaries. This can be especially beneficial for brands looking to expand their market reach.
Reduced Ad Clutter: Unlike traditional TV advertising, where numerous ads may be shown in a short time frame, VOD platforms often have fewer ads, reducing clutter and increasing the likelihood that viewers will pay attention to the ads that are presented.
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VOD Advertising Planning and Buying.
National & International VOD and TV Advertising.