BVOD Advertising is on the rise. What was the fastest-growing channel in 2019, has only accelerated in 2020 with a 48% increase in viewership during lock-down as people experienced more down-time. This trend is not expected to slow down. Learn everything you need to know about BVOD advertising and why it is an essential part of your media planning.
What Is BVOD?
BVOD stands for Broadcaster Video-On-Demand and includes content made available on-line and on-demand from the traditional TV broadcast stations.
BVOD is just one form of Video-On-Demand formats:
SVOD – Subscription Video-On-Demand requires the audience to pay a time-based subscription in order to access video content, and often does not include any standard form of advertising, i.e. Netflix
AVOD – Advertising-Based Video-On-Demand is closely linked to BVOD. It tends to be a free service where adverts are shown before and during content. However, AVOD is a broader definition and includes channels with lower quality or User Generated Content, i.e. YouTube.
TVOD – Transactional Video-On-Demand relates to the purchase or rent of a program or movie on a one-off basis, rather than providing access to a full network of content, i.e. Apple iTunes
Comparing BVOD to these formats, it’s clear to see the benefit for audiences (free, high-quality content) and brands (brand-safe, data-led advertising to a mass audience).
In Australia, BVOD can be accessed through all of the dominant TV broadcasters. The most prominent BVOD examples include 7Plus, Nine, 10Play, and Foxtel Now.
The Benefits of BVOD Advertising
Brands have seen strong results from BVOD advertising, which is highly visible, impactful, and a catalyst for online search. The audience is likely to be an arms-length away from a second screen, ready to search should they see anything worth further investigating.
What else can brands expect from BVOD advertising?
Brand Safety
BVOD content is looked at, on average, more favourably than content viewed elsewhere.
Because content is developed by the TV broadcasters we know and love, high-quality premium content is expected by both advertisers and viewers alike. BVOD is a far safer choice in terms of brand safety compared to AVOD in general.
Advertisers know exactly what programs they’ll be advertising on. They also get the peace of mind of knowing that their ads won’t be associated with offensive content that wouldn’t be allowed on television in the first place.
No Bots
Digital advertising has been somewhat challenged and undermined by fake clicks and fake impressions over the years. BVOD stands out as a format that remains unaffected, and with great viewership and unskippable formats, brands are more likely to get their money’s worth from BVOD advertising.
Precise Targeting
Targeting specific groups and demographics is much more comprehensive with BVOD advertising than traditional TV.
Advertisers can tailor their strategy by carefully selecting the programme genre and channel, or use interest-based targeting to hone in on specific audience groups from new parents, to young affluent. This data can be accessed easily through the first-party data that these broadcasters have collected from their users (voluntarily).
Alternatively, programmatically buying BVOD can pivot a strategy from looking at which programs to target, to targeting the people that are most likely to be interested in the product or service or people who may currently be ‘in-market’ to buy a product or service.
Strategic Flexibility
Advertisers can also alter their approach depending on the weather and temperature of the region they’re trying to reach. If the weather has taken a turn for the worse, it’s likely that many more people will be inside watching their favourite programmes.
Working with an in-the-know marketing agency will help less experienced businesses form a strategy that reaches their target audience in the most cost-effective way possible.
Measuring the Effectiveness of BVOD Advertising
BVOD is measured and reported in a different way to traditional, linear TV. At a standard, BVOD is purchased and reported on a CPM (Cost Per 1000 Impressions) model, while some formats also allow to measure click-through on a call to action.
However, by combining BVOD campaigns with wider technology stacks, we are now able to report on far more important measures, including:
View Through Rate (VTR) – the % of advert viewers who later visited a website
Footfall – the % of advert viewers who later visited a location
Create a BVOD Marketing Strategy With MediaSmiths
Since our beginning almost 15 years ago, MediaSmiths has supported hundreds of clients throughout Australia in their media strategies and business goals and ambitions.
If you’d like our help in developing a tailored BVOD strategy for your business or have any questions about BVOD advertising or marketing in general, please don’t hesitate to reach out. You can call us on (02) 9460 0177, email us at contact@mediasmiths.com.au, or fill out our online form. We hope to hear from you soon!
