UK consumers are increasingly supplementing their linear TV viewing with a variety of video on demand (VoD) services now that the quality, ease and choice of on demand content is on a par with established broadcast standards.
Sky Media commissioned research into the roles that newly-mainstream VoD services like Sky Go and Sky On Demand are playing in people’s lives, to find out the latest behaviours and viewer perceptions.
The findings were also to provide quantifiable measures of advertising effectiveness for ads positioned around VoD programmes. Barclays, Lucozade, Nintendo, Heineken and Waitrose took part – they were also on linear TV at the time, so the combined effects were captured. The research was undertaken by MTM London and took place May-August 2011.
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Assessment of VoD usage & advertising effectiveness recruited from Sky’s customer database. The emailed survey was completed by 2,249 customers.
In-home insight on platform usage and engagement (18 in-depth interviews of couples or families, lasting for up to three hours and including usage of the VoD services).
Sky On Demand offers audiences the very best of the latest content available to view after broadcast through the Sky box, allowing catch-up on favourite shows and providing a great way to discover something new. Advertising opportunities include pre, mid and post-roll advertising.
Sky Go lets audiences watch their favourite sports, movies and entertainment on the move on a range of devices, including laptops, iPhones, iPads, select Android devices and Xbox 360. Advertising opportunities include pre, mid and post-roll advertising.
On demand viewing occasions include actual evening ‘prime time’, but also the scenarios where viewers catch up on their personal favourites, which can be at any time and in any location.
VoD is strongly associated with the most engaged viewing occasions – the control and choice afforded by these platforms shows new evidence that VoD has replaced DVDs in the viewing decision hierarchy.
Shared viewing and shared decisions – new TV on demand interfaces enable new types of content discovery behaviours, making it fun for people to browse and choose content together, and ultimately watching programmes they wouldn’t have previously considered.
High levels of anticipation before viewing – viewers’ sense of excitement before viewing quality VoD content puts them in a positive, alert mind-state ideal for pre-roll advertising.
VoD offers some of the least cluttered advertising environments – VoD platforms typically carry less advertising than linear TV; users are therefore more accepting of the ads as a result and these in turn achieve standout.
The research findings from MTM London emphasise that Sky customers place a premium on the experience of watching broadcast quality TV on a device which suits them, at a time of their choosing, with ease, wherever they want, at no extra cost, with others or alone.
Viewers also acknowledge that the advertising they do see appears to be more relevant to them, good quality and that they think more highly of advertisers who associate themselves with the most innovative way of watching TV today.
Using VoD as part of your advertising campaign produces significantly higher advertising awareness. customers exposed to the campaigns on VoD platforms showed stronger uplifts of spontaneous ad awareness compared to those who saw them on linear TV alone.
When it comes to what content to align with, research has shown movies provide the highest impact compared to any other content genre – with advertising and brand awareness significantly higher for campaigns delivered around movies.
1) Viewers are 20% more likely to recall an ad when prompted if exposed to it on Anytime or Sky Go
2) Spontaneous brand awareness for on demand ads was 70% higher than for linear TV alone
3) Brands using on demand advertising were 129% more likely to be considered ‘leading in their field’
When all forms of on demand were used with linear TV, spontaneous awareness was 90% higher than for linear TV alone. Most importantly the research showed the value of adding VoD to an existing linear TV campaign.
“I’m really engaged when I’m watching something on demand, because I’ve sat down and chosen to watch it…” Pre-family couple with Sky On Demand, Birmingham
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