Fresh Insight On the Impact of VOD Advertising

The Advanced Advertising Media Project (AAMP) is an industry-wide research initiative created to quantify the impact of advertising within on-demand TV environments. The first AAMP initiative is focused on VOD. This study will identify prevailing industry sentiments about advanced advertising, compare and measure consumers’ responsiveness to advertising when viewing in VOD versus traditional TV environments, and test the associated data in a practical, live market trial.

AAMP participants include stakeholders from various disciplines around the industry, including 4A’s, ABC, A&E Television Networks, AMC Networks, BlackArrow, CBS, Comcast, CTAM, Digitas, Discovery Communications, Horizon Media, Intel, NBCU and NDS.

When it comes to advertising, the ‘TV Environment’ absolutely matters. If there’s one finding from the [Phase II] study that is particularly relevant to the media industry, it’s this: consumers will watch, recall and respond even to heavy loads of ads within VOD programming.
– Bill Koenigsberg, president, CEO and founder, Horizon Media