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Research commissioned by Channel 4 has found that the effective cost per thousand views for advertisers on broadcasters’ VoD platforms is far cheaper than the equivalent cost on YouTube or Facebook.
The research found that the true Cost Per Thousand (or Minute) for Broadcaster VoD completed ads is circa 20 per cent cheaper than YouTube and a third of the cost of Facebook – even when including organic views (which make up much of Facebook’s exposure).
The research also found that commercial broadcaster VoD delivers significantly higher engagement levels, completion rates and watch time for advertisers than VoD ads on YouTube and Facebook.
Research was conducted with independent agency GOG Research and Neuroscientist Dr Amanda Ellison at Durham University and coupled with viewing metrics obtained from Channel 4’s own online marketing campaigns. It showed:
The research results identify that in the digital video world, where and how viewers watch VoD content, is equally important as what they consume.
Jonathan Allan, Sales Director, Channel 4 said: “These research results are compelling and support what we already know to be true – that BVoD is a far more effective and efficient use of brand marketing spend than social media platforms. It’s particularly timely as Google and Facebook face further calls to take responsibility for brand safety and viewing measurement and should give advertisers and agencies much to consider as they evaluate their marketing mix and media investment decisions”
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