A Directory of Networks Selling VOD Ads Now Available8 Aug, 2012 By: Doug McPherson
NEW YORK – It’s being called a first and it may well be: A directory of TV networks currently accepting advertising on their video-on-demand (VOD) content. The directory, hosted by the American Association of Advertising Agencies, ad agency data processing firm Mediaocean, and TV audience measurement firm Rentrak, shares the most current view of which networks actually insert ads into their VOD programming.
MPG, an international media service group, published the directory, which includes the name of each of the nearly 200 networks listed, a description of the programming and the genre of programming that they accept VOD ads in.
But there are no coverage area estimates, no descriptions of ad inventory loads, no audience estimates, no trafficking information or more sophisticated information required to create media plans and implement buys for TV advertising orders.
Still, some say it’s a big first step for the growing ad-supported VOD marketplace, which is available in tens of millions of U.S. TV households, but it has only attracted a fraction of TV advertising budgets because of the complex, hyper-fragmented nature of the way it is distributed and sold.
“It’s a first iteration,” says Mitch Oscar, executive vice president-televisual applications at MPG. “Right now it’s just listings and genre groupings,” which will at least give media planners the opportunity to know if they’re planning media buys for a demographic target, such as children, which networks offer advertising on their VOD children’s programming.
Oscar says the directory could be updated quarterly and eventually have more detailed information added. “We think this is a good starting point,” Oscar says, adding that it will be up to the rest of the industry to determine how to make the information richer and more detailed.