Ad Formats & Cases – Decipher Media Research

VOD Ads On TV Are Different to VOD Ads On The Web..and It Matters!

July 31, 2015

This blog is concerned with the arrival of a significant new form of VOD advertising – ‘platform’ VOD. This is the VOD advertising format that is slowly emerging on TV set top boxes in the UK and other TV markets.

In the UK ‘platform VOD advertising has been taking some time to get established. On Virgin set top boxes in the UK there have been experiments with VOD advertising going for a few years, but only with the recent upgrade of its systems is it properly taking off. On Sky+ boxes (where until recently, it was impossible to insert adverts into VOD programmes) we are promised a summer roll out of ad insertion. On the Youview based boxes and the other free-to-air platforms, platform VOD has been treated as an extension of ‘player’ VOD – formats delivered through a broadcaster app like ITV Player or 4OD. It has been bundled and sold within the broader VOD advertising deals, and has not been broken out for reporting or measurement purposes. more “VOD Ads On TV Are Different to VOD Ads On The Web..and It Matters!” …

TV and the 16-24s: Careless Whispers

July 13, 2015

By Matt Walters – @matthew_walters – matt.walters@decipher.co.uk

How we groaned. And, days on, how we continue to. The morning that followed a tumultuous day before – the day that had seen the industry react to the BBC Trust’s backing for the closure of BBC Three, banishing the channel to an uncertain online-only future – began ordinarily enough, with the publication of the conclusions of Ofcom’s Third Public Service Broadcasting Review. The final document – if not headline-grabbing – brought to the surface the significant contribution made by the PSBs, and yet was cognisant of the challenges ahead facing them. Then something odd happened. And it’s led us to the view that July – though only thirteen days old – has not been the proudest month for the UK’s TV journalism community. Permit me to explain. more “TV and the 16-24s: Careless Whispers” …

Why do I still watch broadcast TV?

June 15, 2009

Adrian Stroud – June 2009

I recently challenged myself to work-out why I still watch so much ‘live’ TV. I don’t mean news or sport because I can rationalise those genres quite easily. I mean bread and butter programming.
The challenge came about because I was debating just how much more damage all the VOD services and PVRs will do to live TV viewing figures in the long-run. This is important because it is those live viewing figures that contribute the vast bulk of advertising impacts. VOD currently delivers far, fewer impacts per hour of viewing than live TV, so the ‘end game’ for advertising funded TV programming is defined by this question. My guess was that live TV won’t drop more than perhaps 25%, no matter how many VOD and time shifting gadgets like Sky+ launch, but I could not say why. I suspect I’m making the mistake of confusing the technology with the benefits.
VOD and the PVR are the rational way to consume all but the livest of live TV events. So, when VOD has all the content you want and it is available on every screen in the house, why would you want to watch ordinary old broadcast TV at all?

more “Why do I still watch broadcast TV?” …

The Mentos/Diet Coke Viral Lives On

July 3, 2008

In 2006 at the height of the Web 2.0 explosion, as new acronyms were flying and buzz words abound, we saw the release of one of the most successful virals ever to grace the Web. As we see in this article, two years on, the Mentos/Diet Coke geyser clip is still alive and kicking…

Inspired by a friend who told them of the explosive reactions that can take place when acids and bases mix, two creatives, Steven Voltz and Fritz Grobe, from a little known agency EepyBird.com set about experimenting with a range of household products looking for the ultimate in combustible consumer product partenrships. Eventually they literally struck gold when they combined a bottle of Diet Coke, with the minty sweet ‘Mentos’. The resulting viral video that was filmed consisted of a feast of fantastically elaborate experiments, with fountains of exploding Coca Cola gushing in time to classical music.

more “The Mentos/Diet Coke Viral Lives On” …