Video on demand complements TV

Video on demand can add to the reach of TV and extend campaign messaging when television advertising is off air, a report has revealed. 

TV and VOD: Friends with Benefits, a joint research study undertaken by Tremor Video, IAB UK, Nielsen and Performics, was based on research of UK consumers and a range of UK ad campaigns and found that VOD can add between 0.19% and 1.33% to the reach of TV.

"This study confirms what we have known to be true – that VOD and TV are friends with benefits – a perfect complement to each other," said Doron Wesly, head of market strategy at New York-based Tremor Video.

"TV advertising does a fantastic job of raising brand awareness. VOD advertising amplifies it further, and can extend the life of a campaign's brand message well after the TV ads stop," he added.

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