Marketers warming to video on demand advertising

Arvind Hickman
By Arvind Hickman | 8 January 2018
Nielsen SVP product leadership, Jessica Hogue.

Monetising catch-up and on-demand an issue most Australian TV networks are still grappling with but if US trends are anything to go by, marketers appetite for it is growing.

A senior Nielsen executive tells AdNews that US marketers are warming to advertising on video content on demand. 

Nielsen's total audience framework allows TV networks, marketers and media planners to measure TV ratings over a period of days from overnight, to seven-day catch up and up to 180 days. It also measures across different platforms and devices, providing an element of cross-platform measurement. In Australia, Nielsen measures TV ratings for OzTAM as well as digital ratings that are endorsed by the IAB.

Nielsen SVP of product leadership Jessica Hogue tells AdNews Nielsen's total measurement strategy allows US broadcasters to better understand and monetise the true value of cross-platform content and advertising, which includes linear and dynamic programs.

“In the US, marketers are starting to pay attention to that video on demand window,” Hogue says. “Even though it's not linear, they are able to borrow from the brand equity of that on demand content even if it is being watched by consumers in a different way.

“What our data shows is that total viewership can grow by as much as an additional 50% depending on the genre and availability of that program.

“Because we are able to measure it in a consistent way using Total Audience and give that data back to marketers and agency planners, suddenly they are looking at that and seeing premium video content they can be associated with whether it is delivered in a linear or dynamic way."

Australian TV networks are also exploring ways to monetise catch-up programming and broadcast quality video that is delivered via digital distribution channels as linear TV advertising budgets continue to shrink.

MCN's sales and marketing boss Mark Frain is keen to extract greater recognition and value from catch-up and on demand ratings rather than looking at TV programming through an overnight lens, which he argues is misleading. AdNews is also addressing how it reports on TV ratings success.

Nine is planning to better monetise  premium content on social media platforms, which in the past has delivered a lot more impressions but not huge uplifts in revenue. Part of Nine's plans involves placing a greater value on social opportunities within broader sponsorship or premium partnership packages. Last year, Nine grew its premium revenue line by 16%.

Seven is also keen to push its own digital assets, with heavy investments in a new 'freemium' video player 7 Plus.

This year, TV networks will increasingly reposition as multimedia content companies as the lines between linear broadcast and digital continue to blur.

Read more: TV network leaders share their industry predictions.

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