For Media & Entertainment Professionals

Primary Analyst Photo	Document Information	Rate this Document
	May 5, 2005 The Advertising Model For Video On-Demand VOD Advertising Showcases Will Transform TV Advertising by Josh Bernoff with Eric Schmitt, Tenley McHarg, Jennifer Joseph

This is an excerpt

Executive Summary

Networks and cable operators imagine a world where the best programs are available on-demand, supported by advertising. The reality: standards and measurement fall short, and advertisers, while intrigued, aren't ready to commit. But thinking about VOD ads only as 30-second spots is a mistake. VOD will finally succeed when it includes traditional spots, long-form video advertising showcases, and links that join the two. Advertisers should invest in this advertising on-demand format as soon as Comcast and Time Warner Cable make it available — within the next 18 months. Both networks and operators will profit as new ad dollars come flowing in from direct marketing and Internet budgets.

TABLE OF CONTENTS

• Lack Of Free Content Holds Back VOD
• Can Ad-Supported On-Demand Work?
• Building The Advertising Model For On-Demand
• What Advertising On-Demand Can Do For Marketers

RECOMMENDATIONS

• How To Make On-Demand Advertising A Reality

WHAT IT MEANS

• VOD Gives Cable A Leg Up On Satellite
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.