Not all VOD Is the Same 2

Was there a 'Not All VOD is the Same' part one?

 

Back in 2014, we conducted an award winning investigation into how people watch VOD. We wanted to understand how people really watch VOD, and in doing so we demonstrated that broadcaster VOD delivered a level of audience engagement that was deeper and more conducive to receiving advertising messages than other kinds of VOD.

 

We concluded 3 main headlines;

 

1 - ADVERTISING ON BROADCASTER VOD HAS 3.5X GREATER ATTENTION LEVELS THAN ADVERTISING ON YOUTUBE

2 - PEOPLE ARE MORE RECEPTIVE TO ADVERTISING ON BROADCASTER VOD BECAUSE THEY VIEW IT IN  THE SAME RELAXED STATE THAT THEY VIEW THE CONTENT

3 - VIEWERS THEMSELVES PERCEIVE ALL4 AS A QUALITY VOD PLATFORM, AND ACCEPT THE ADS AS PART OF THE EXPERIENCE

 

What is the latest research about?

 

2 years on from the original project, we wanted to understand if anything had changed. We also wanted to build on the previous research and see what additional insights we could uncover about how people watch VOD

Finally, we wanted to make the research more ‘real world’ by offering agencies a practical application of the results.

 

What were the findings?

 

The full research deck is below for you to dive into the detail, but in general our findings can be divided into 3 main headlines:

 

1 - ADVERTS ON ALL 4 ATTRACTS STRONGER ATTENTION LEVELS

2 - ADVERTS ON ALL 4 ARE MORE LIKELY TO BE VIEWED IN ALL THEIR GLORY

3 - ADVERTS ON BROADCASTER VOD COSTS LESS THAN YOUTUBE AND FACEBOOK

 

 

How do I find out more?

Click the links below to download the full research, or if you've got any questions, just email Martin Greenbank, our Head of Advertising Research & Development, at MGreenbank@Channel4.co.uk.