NEW YORK – Consumers will accept advertising on the video on demand platform like they do on linear television, according to a study from the Advanced Advertising Media Project (AAMP).
The study, conducted by Ipsos OTX, is an industry-wide research initiative in the U.S. designed to measure the impact of advertising within free VOD. After examining the viewing behavior of more than 1,000 consumers, the findings revealed four basic themes:
– Advertisements within a VOD context statistically have the same impact, no matter what the size of the ad load;
– Because consumers view VOD as television, they accept advertising on VOD as a logical part of the on-demand experience;
– On-demand television has a positive effect on consumers’ sense of control over content and advertising; and
– VOD provides opportunities for increased ad durations that can foster greater storytelling and information sharing by advertisers.
The study, known as Phase II of the AAMP, tested three different VOD ad loads within 19 primetime TV shows or segments of 30 minutes each. The test formats included: a “Light” load with three minutes of inventory; a “Moderate” load of five and one-half minutes of advertising; and a “Heavy” load which contained eight minutes of advertising. In addition, the study tested a second version of the “Light” load that included a 90-second ad unit. All groups were benchmarked against the standard eight-minute linear ad load.
Participants watched comedy, drama and reality programming that contained ads from categories such automotive, consumer products, financial services, pharmaceutical, retail and technology. The tests were conducted in custom-built media labs in New York and Los Angeles using a custom-built sophisticated set-top box VOD interface.
The multistage AAMP project is comprised of three parts: an in-depth industry survey (Phase l), a consumer VOD media research laboratory (Phase ll), and a live, in-market trial scheduled for the first half of 2012.
For more on the study, click here.
