• Mediaweek, Tuesday, June 3, 2008 10:45 AM

A new IAG Research study of Lexus ads suggests that marketers could be overlooking a useful sales platform in video on demand.

For eight months, IAG analyzed the ads in VOD programming and quizzed viewers about their recall of the ads and the brand. The findings: viewers were 68% percent more likely to recall a spot, and 83% more likely to identify the brand in an on-demand context than they would on linear TV.

"In VOD, we're able to break through the clutter, because there isn't a lot of other messaging to compete against. It's wide open, so our message breaks right through," says Paul Silverman, media director at Lexus agency Team One.

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