BVOD advertising
Broadcast video-on-demand (BVOD) has finally come of age. BVOD is a mainstay on AV advertising schedules and it's here to stay.
At Bray Leino Media, we love BVOD. We spotted its potential early and it’s been a feature on our clients’ plans for over a decade. A lot has changed in that time and these days, BVOD has gone mainstream.
Advertisers flock to the broadcaster's apps and websites to find audiences migrating from linear TV. For some demographics, BVOD is the first line on the video media plan.
This changing audience behaviour triggered major investment from ITV, Sky and Channel 4 in their BVOD platforms. Many drama and comedy series are released as box sets before they're shown on the linear feed. Inventory can be traded programmatically, ads are interactive and the potential for creativity and storytelling is amazing.
Advertisers benefit from appearing in a regulated, highly trusted, brand safe environment, with the targeting opportunities associated with digital media.
It’s easy to see why our love of BVOD is only getting stronger!
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FAQs
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BVOD stands for Broadcaster Video on Demand, a service provided by broadcasters like ITV, Sky, and Channel 4. These platforms offer a range of exclusive and library content for viewers to access and enjoy, with ads appearing before, during, or after the video.
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Premium content – BVOD ads run alongside well-regarded TV shows and high-quality programming, offering brand safety and credibility.
Targeted reach – Advertisers can leverage audience data to target specific demographics based on factors like age, location, and viewing habits.
Engaged audience – Viewers actively choose to watch content on BVOD platforms, meaning they are more engaged and less likely to skip ads.
Cross-device reach – Ads can be seen on multiple devices, including smart TVs, smartphones, tablets, and desktops, providing flexibility and broad reach.
Measurable impact – Detailed metrics on ad performance, such as views, clicks, and engagement are available to assess the success of campaigns. -
- Pre-roll ads – These ads play before the video content starts and are the most common form of BVOD ads.
- Mid-roll ads – Ads inserted during breaks in content, ensuring viewers remain engaged.
- Post-roll ads – Played at the end of the video, ideal for reinforcing brand messaging.
- Interactive ads – Some BVOD platforms offer interactive features, such as clickable options for additional information or offers.
- Non-skippable ads – Certain platforms use non-skippable ads, ensuring full engagement and ad view completion.
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In the UK, BVOD advertising effectiveness is measured through platform analytics, which track ad views, engagement rates, and completion rates. Audience measurement tools like BARB provide data on viewer demographics and habits. Conversion tracking using promo codes or URLs helps measure actions like website visits or purchases. Brand lift studies assess changes in brand awareness and consumer sentiment, while social media monitoring tracks mentions and engagement to gauge audience reaction.
To get started you can call 01598 760700
or email [email protected]
