Panel offers insider view of VOD

LAS VEGAS — The Video On Demand panel presented an insider’s view of this growing platform to NATPE on Thursday. “You don’t need to be afraid of the digital future,” said Chris Pizzurro, VP Digital New Media Ad Sales & Marketing, Turner Entertainment. “Consumers will find it.”

Turner, which currently has eight VOD networks which reach 18 million households, uses the PBS model of advertising. Their typical VOD program opens with a billboard sponsor, the program runs ad-free, and on the back-end another billboard ad or sponsor is placed.

Senior Director of Advanced Advertising, Time Warner Cable, Eduardo G. Samame, said, “[According to proprietary research], four out of the ten top consumer needs relate to time shifting. Obviously need to monetize that.”

Samame said that one way to accomplish monetization is to take an ad and use it to telescope the viewer to further VOD content. Another is that during the screening of an on-line trailer, have a pointer that allows the user to click on a ‘show me more’ button.

“A number of our divisions are creating on-demand content,” Samame said. “I think you are seeing the very beginning of this, at least for us.”

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