Many television networks’ approach to VOD is missing the point, says Jonathan Bokor, SVP, director of advanced media for Starcom MediaVest Group (SMG), one of the world’s largest brand communications and consumer contact organizations. Boker says networks are looking at VOD like a full-episode player.

“That’s really ignoring one of the principal advantages that VOD brings to the table for us as advertisers, which is an opportunity to get back some of the unduplicated reach that networks are losing on a year-by-year basis,” Boker says.

We spoke with Bokor during an interview with Ashley Swartz, CEO and founder of NY-based digital consultancy Furious Minds and a regular contributor to Beet.TV, at the VideoNuze Online Video Ad Summit in New York.