Wednesday, January 10, 2007

Video On Demand Needs Ads

Cablevision is addressing concerns about TiVo and lost ad dollars from fast-forwarding through advertisements by offering ad-sponsored video on demand programming.

The company has signed up Sony, Unilever, Porsche, and the U.S. Navy (?) as advertisers for its free shows, according to Advertising Age.

Let's face it, DVRs and TV over the Internet prove that people want to watch shows at their convenience, but they don't want to pay for shows that go out over the free airwaves. So the big cable companies need to sit down with the networks and figure out a comprehensive strategy. Cablevision has it right -- interactive ads specially geared to the VOD audience can minimize the interruption while providing revenue for the content creators.

The longer they wait -- and watch DVRs become ubiquitous and people becoming more comfy watching TV on their PCs -- the less likely they will be able to modify viewer behavior.

Posted By Jason Dowdell at 01:08 PM
Permanent Link: Video On Demand Needs Ads | Comments (0)

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