Video-on-demand advertising can drive higher levels of engagement for consumers, says Keith Kryszczun, senior VP of ad sales for advanced advertising technology firm BlackArrow during a Beet.TV live show at the National Association of Broadcasters' Show in Las Vegas.
BlackArrow analyzed the effectiveness of VOD ads in a detailed study this past fall revealing that VOD users are comfortable with ads, can handle longer ad loads, and are often more receptive to the spots and to interacting with them, Kryszczun says during the interview. Specifically, the study found that aided recall of brands was about the same — 63% to 64% for light loads and 58% to 59% for moderate and heavy loads.
"The viewers recognized that it was a different kind of viewing experience than when they watch on linear," he says, adding that providers don't have to replicate the same ads on VOD, and can opt to dynamically insert ads in that medium. "I think VOD will be the first platform where true one-to-one addressability happens at scale."
BlackArrow currently works with Comcast and recently signed Rogers Cable as well. Ashley Swartz, founder of Furious Minds, helped Beet.TV moderate this session. Swartz is former SVP and leader of the interactive video practice at Digitas. This segment is part of a live show produced at the NAB Show in Las Vegas by Livestream.