LONDON — Online video often puts off some UK advertisers because the slots are more expensive than those on conventional broadcast TV, according to one agency head.
“Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK head Richard Oliver tells Beet.TV in this video interview. “Many advertisers in the first instance are buying in to VOD supplied by traditional broadcasters in the UK… that’s generally at a significant premium compared with the price they’re used to paying for traditional television.
“VOD looks and feels very different and is often a lot more expensive for advertisers. Many advertisers are grappling with the price. The industry still has a lot to prove.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.