55 THE VOD FILES Advertising
Words by Philip Stevens
The growth of digital platforms means advertisers have more options. But do more options automatically mean more revenue? ccording to a recent TiVo Video Trends Report, digital-native AVOD option for moving forward is for a very close relationship between the two. There needn’t
(ad-based video on demand) has grown while linear TV sites
be a battle – there just needs to be the right education for brands and companies out there to work out a strategy that incorporates both.” “TV and online advertising should definitely complement each other,” agrees Craig Buckland, technical director of Broadcast Traffic Systems (BTS). The company supplies traffic solutions to the broadcast industry across six continents. The company’s objective is to offer scaleable, cost-efficient solutions suitable for single and multichannel broadcasters. “Broadcasters are in a unique position to enable that cohesive approach,” he continues. “Also, the way in which video is distributed is changing. TV is no longer just about linear channels. There has been a steady rise in over-the-top (OTT) services, which is leading to new challenges and opportunities when it comes to advertising. The best advertising strategies are the ones that cross platforms.” “We should think about TV as the heart of an advertising ecosystem,” says Thinkbox’s marketing director, Andrew
decline. It found that the average participant made use of 7.2 services, compared to 6.3 in 2018. So, although TV is still a dominant force for screen advertising, the digital world is making inroads. That would suggest there is a growing battle for viewer eyeballs when it comes to advertising outlets. Is there enough ad spend for both? According to Sarah Goldman, director of advertising at British multichannel broadcaster, UKTV, the answer is a definite ‘yes.’ “There is absolutely room for both, and there is plenty of evidence that TV and digital advertising are complementary. And let’s not overlook that TV is available digitally through broadcaster VOD.” That is also the view of Amber Vellacott, content marketing lead at Sleeping Giant Media and Giant Campus, a specialist award-winning search and social media marketing agency based in Folkestone, Kent. “There’s a lot of talk about TV versus online advertising, but I think it’s evident there is space for both. However, the best
IT’S IMPORTANT TO REMEMBER THAT MOST TV VIEWING IS STILL LIVE, SO AROUND 80%OF TV ADS CAN’T BE SKIPPED. PEOPLE ENJOY GOOD ADS
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