LONDON – GroupM media planning and buying agency Maxus says online video consumption is now so great that advertisers should buy campaign time across both online and conventional television.

“VOD is more and more an integral part of any TV campaign,” Maxus’ Ruth Cartwright told us during Beet.TV’s London Video Ad Strategy Summit. “We’re looking to buy TV and VOD as part of one big campaign. We’re focusing on the content rather than the platform.

Cartwright said 37 percent of internet users regularly watch on-demand TV online. Many jointly-bought campaigns are via broadcasters’ own catch-up services. And Maxus advertisers are now getting excited opportunities for AdSmart, the forthcoming ad-targeting technology for BSkyB’s satellite set-top box, which Cartwright said will launch in August.