Younger viewers are now choosing VoD over Pay TV
To reach the next generation of tech-savvy viewers, advertisers who are looking to use TV need to bear in mind the preferences of the younger viewer for more flexible, content driven television.
Platforms such as Video on Demand have reshaped the way TV content is consumed, creating a generation of consumers who expect to watch what they want, when they want, on the device they choose.
Youtube is currently the most popular video app used by 60% of what’s known as the audience group ‘content connoisseurs’. These are typically young people in their 20’s or early 30’s who are wealthy, tech-savvy trendsetters, highly engaged with content.
Younger viewers are more engaged with VoD and its content, more so than traditional linear TV viewing. This demographic are preferring to choose when, where and how they consume their programming.
For advertisers this is great news. Not only does VoD present brands with a highly engaged and captivated audience, on demand services can also be extremely cost effective. Working much like digital, advertisers can be selective and targeted when buying impressions; delivering the creative to the exact target audience they wish to reach with truly minimal wastage! This also makes for happy viewers, who are presented with advertising messages that are relevant and useful to them.
As with all digital advertising, VoD campaigns return meaningful data. Click through rates are traceable and used to measure engagement. This can be monitored throughout the campaign and optimized at any point based on best performance; a beneficial opportunity unique to digital advertising that ensures return on investment.
If this sounds like something of interest to you follow this link for further insights into digital advertising.
If you’d like to know more about advertising on VoD platforms, get in touch with one of our team. We’d be happy to advise on the best service for your campaign objectives. Email us at [email protected] or alternatively call us on 02921 320 200.