Speaking at Video on Demand: The New Frontier in Online Advertising, hosted by research agencies Kae and Qmedia, MediaCom’s head of broadcast implementation Rhys McLachlan, insisted: Creative agencies are not looking beyond TV with their money. They are refusing to participate in this debate. This is a big problem since we need to inject life in this platform.
McLachlan added that broadcasters and agencies need to educate their clients about new platform opportunities, but that an important barrier to the wider adoption of VoD was the lack of development of creative advertising specifically for digital platforms.
However, McLachlan admitted that it would be naïve to expect clients to invest in creative ads for video content in the short term.
David Brennan, research and strategy director at Thinkbox, said creativity would add momentum to the consumer journey. He added: Media and creative agencies split apart at exactly the wrong time. This is about creating strong creative ideas for content that can spin off into lots of different consumer environments.
Meanwhile, the Department of Culture, Media and Sport, is planning to set up a new co-regulatory system for video-on-demand as part of a forthcoming public consultation on the Audiovisual Media Services directive.
The overall deadline for implementing the directive, which could lead to changes in ad minutes and product placement regulation, is 19 December, 2009.
United Kingdom
VoD's lack of creativity holds back consumer demand
A lack of involvement from creative agencies is holding back take-up of video-on-demand by consumers, insisted panellists at an event debating the commercial opportunities for VoD.
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