Written by Kurt Scherf, Vice President and Principal Analyst, Parks Associates
If you're interested in how digital media in the form of VoD can potentially be monetized, join us for our Wednesday afternoon discussion "Who is Monetizing Digital Media?". I have been reading through the initial report from the Advanced Advertising Media Project (AAMP), on which BlackArrow (which will be represented by Nick Troiano on Wednesday) is participating.
It's an interesting study. The first phase has included interviews with executives from the advertising, agency, programmer, and distributor sectors. The key findings to date have centered on a need for a better understanding of VoD consumption (particularly compared to online video), expanding thinking beyond dynamic ad insertion, and better explaning the value proposition of VoD advertising.
On the VoD vs. online video frequencies, we conducted an interesting study called Digital Video: Three Screens and Beyond. There certainly should be a greater emphasis placed on VoD, because our data indicates that a consumer is watching online video (TV shows, movies, etc.) at about the same frequency as VoD programming. Will TV Everywhere and cloud video services (such as Verizon's Flex View) allow operators to generate volumes (and also better target ads) in their own online video initiatives?
