Do ads placed within video-on-demand programming actually work? Many marketers have invested in VOD advertising based on little more than trust. Now hard data supports the leap of faith. In its most
recent research, Turner Broadcasting found that 61 percent of respondents said they would be more likely to visit a brand's Web site if the address appeared at the end of the VOD spot. Perhaps it's
because viewers can hit pause and write down the address. Or maybe they pay more attention when there's only one ad. Turner offers one 30-second spot before a VOD show to create a
"clutter-free" environment, says Chris Pizzurro, vice president of multimedia marketing at Turner.
Last fall a Cartoon Network research study showed that intent to purchase the
Norelco Cool Skin Electric Razor rose from 5 to 8 percent -- a 60 percent spike -- after respondents saw an ad during "Aqua Teen Hunger Force" on-demand. The study also found nearly 80
percent of viewers didn't skip the ad.
Turner will next experiment with VOD ad insertion, which allows fresh ads to be inserted into VOD content on an opportunistic basis.