On demand
Video-on-demand has been coming for a long time. Ever since the introduction of the VCR, there has been a trend towards so-called ‘pull’ content, rather than traditional scheduled programming. In other words, the viewer can now watch what they want in their own time, rather than be the passive recipient of the mass broadcasting schedule.
Technology has rapidly caught up with that demand – and Virgin Media is at the forefront of developments. Options range from purchasing and downloading feature films, to browsing an extensive music video library, or recording complete TV series using Virgin+. There is also the extremely popular ‘catch-up TV’ option, which allows viewers to watch the last seven days’ programming when it suits them – by far the most popular application so far.
This has big implications for advertisers. A number of studies have already shown that ‘pull’ advertising attracts greater attention and appreciation, because of that active involvement of the viewer. We believe there is plenty of untapped potential for advertisers to explore.
For more information please contact Guy Martin: guy_martin@idigitalsales.co.uk
