So here we are at a time of year when marketing budgets are being signed off, with perhaps a decision to go ahead with a major spend on TV advertising.
This is where it gets interesting.
Is TV doing enough to justify its airtime costs when adverts in Catch Up players are a fraction of the price?
Mendip Media has recently produced and distributed a VOD advert with ITV in its online player for Bridgwater Carnival.
Our experience is that businesses with smaller budgets who want to target specific audiences might be better off with a campaign that is aimed entirely at an online TV viewing public. The buying is nuanced and can be fine-tuned to particular a demographic, but best of all it’s measureable. What is more surprising and gratifying is that ad content often goes out during prime time shows like X-Factor and Emmerdale, which would cost a fortune on TV.
Convergence between pure TV and online advertising is happening now and most think that ad content between the two will soon be undifferentiated. On the creative side it’s an interesting time as VOD allows smaller, cost effective producers to step into the market, making TV creative even more competitive, but with diminished budgets the results are often a mixed bag.
However, for the commissioning brands it means there’s now a wealth of choice in content production and more opportunity to mine video archive and reversion it for greater reach at a reasonable price.
VOD is definitely worth considering before the sign-off ink wets the final marketing strategy document.