The Marketing Corner: Rise of Video-On-Demand

August 28, 2016 Updated: August 28, 2016
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In a world where mainstream news spread faster socially than through broadcast outlets, video-on-demand (VOD) is taking center stage.

Its role in media has evolved to a broader meaning being applied within the industry—video. Video is a generic category name being given to cable / broadcast (ABC, FOX, etc.) television, VOD, full episode players (FEP), and online video (OLV) to name a few. This name is given to capture all content be it long or short-form that is viewable. Plus, the application of meaning has elongated the role of several of these vehicles, especially VOD.

Not long ago, trying to sell in VOD as a media option was difficult at best. Today, VOD is now realizing higher media consumption by consumers. Plus, the proliferation of subscription video-on-demand (SVOD) services such as: Amazon, Hulu, and Netflix has assisted in the consumption of premium video content.

The role of this vehicle is now paramount to many marketing communication efforts. As consumers continue to view content in a time-shifted manner, VOD becomes an important means to capture consumers whenever and wherever they’re ready to watch. This year, it is expected that consumers will view almost 1 hour of VOD per day with time spent being practically equally distributed between desktop and mobile devices.

Its on demand nature allows marketers to use VOD to augment traditional vehicles and implement an omnipresent messaging approach. Equally, its digital nature allows marketers to use big data to develop look-a-like modeling using behavioral insights, enhancing the targeting of the right customers.

As more businesses begin to realize the importance of being omni-channel and omnipresent as a means to capture the voracious viewing of consumers, VOD is an old channel that now has a refreshed purpose on marketing plans. Additionally, it can be efficiently purchased and offers a plethora of premium content. Businesses can build brand affinity and motivate consumer’s purchase intent to drive ROI by utilizing this vehicle.

As with all good messaging opportunities, expect increase pricing as demand for this vehicle continues to grow. It is better to lock in long-term purchases with preferred partners in order to garner ideal rate considerations later.

Adele Lassere is a marketing/advertising consultant, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: adelelassere@gmail.com