How VOD Platforms Provide Effective Advertising Solutions
As we keep embracing new technologies with every stride of ours, companies and brands have also started using innovative advertising techniques. There was a time when offline advertising was in the forefront, but it is now slowly losing its effectiveness.
Online vs offline Advertising
The main problem with offline modes of advertising is that there is no way in which you can track, monitor and optimise your ads. They are generally broadcasted through various mediums and do not offer solutions which help you can analyse the response or Return of Investment. With the help of digital advertising, you can closely check your ad-spends and make necessary modification to your campaigns on a real time basis. Online advertising techniques allow companies to target their audiences based on their likes and behaviour.
TV ads vs Online Video Ads
Statistics have shown that there is a great increase in the number of online users in the last five years. People prefer watching interesting shows, web-series and even films on their mobile phones when they are on the go. In a country like India, people from Tier 2 and Tier 3 cities still watch television. However, it won’t take much time for the scenario to change. The future definitely is Digital when it comes to the entertainment industry. A lot of money is spent every year by companies and brands on TV ads. Very little thought is put into experimenting with online video ads. With so many VOD platforms creating their own audiences, marketers should definitely tap this new opportunity. Tastes and interests of audiences can be identified based on the type of shows or movies they prefer watching. Based on this analytics, specific ads can be targeted to specific audiences. This improves effectiveness of your ad campaigns as you can closely monitor their performance unlike TV ads which are broadcasted to everyone. Besides that, TV ads are very expensive when it comes to primetime shows and slots. On the other hand, budgets for online video ads can be controlled as you like. You also have the option to pause these ads if you think they are not working as you expected.
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Data engines and analytics
The plus point of running your video ads on Movies on Demand platforms is that you can get access to big data. A customer’s previous viewing history can be analysed to show him certain ads or recommendations. There are certain innovative tools, using which you can derive complex relationships and equations. You can also access information about top viewed content, video start-up time, buffering ratios, average bit rate, exits before video starts etc, to make your advertising campaigns more dynamic in nature. Even TV channels are broadcasting their shows on VOD platforms or via OTT medium. These platforms allow users to watch their favourite show at their own convenient time. All they have to do is subscribe to the platform and watch as many shows as they want. There is no need to wait for their shows or be front of their TV sets at a specific time.
If you look at all this from the point of view of a content creator, the future looks exciting even then. As more and more brands would try to advertise on Movies on Demand platforms, content creators can make more money via monetization. Apart from youtube, there are many new video sharing platforms through which video creators are earning through monetization. Mobile monetisation is another big area where there is a lot of potential.
So, it is basically a win-win situation for both the advertisers as well as the content creators. Marketers and brands need to understand the power of these amazing VOD platforms and make the most of it. This would help them set up more targeted and effective advertising campaigns. Similarly, content creators can earn more by monetising their videos or films on these movies on demand platforms.
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Read more about VOD: The many benefits of Video on Demand Services