Errol Baran, head of new media and digital advertising at Channel 4, said that, following successful trials, the broadcaster is working on creating ad-funded programming for 4oD.
The outfit first adopted the approach with a film produced in association with the Energy Saving Trust, which was subsequently transferred to the core terrestrial TV channel.
Baran, speaking at the Internet Advertising Bureau’s Engage conference, also revealed figures detailing 4oD viewing habits – one in five viewers choose to download content to watch at a later date, while the majority of users view streamed content live online.
“We’re seeing massive spikes at lunchtime when people go online to catch up with shows that their colleagues have been talking about,” Baran added.
“What 4oD has shown us is that, if people have the right content delivered in the right way, then they will return to watch more. We’ve taken down the barriers – people are going to view Channel 4 content wherever it may be.”
He went on: “We need to make sure, whether it be MySpace or whatever, that our content is there for people to find.”
A further indication of the performance of nascent online video services was given by Joost.
The firm’s senior vice-president of sales, Eric Clemanceau, said Joost has seen an 80% increase in viewers since opening up from public trial at the start of October.
Clemanceau said it was too early to effectively measure what impact Joost was having, but he expects more detailed information to be available next month.
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