The advertising model for Video On Demand will soon change. Some cable operators, including Comcast, allow users to fast-forward through commercials while viewing On Demand content, but operators plan to change this within the next few months in an attempt to better monetize the service.
“We have 400 million monthly VoD views on Comcast. I’d love to have a dollar for every view,” explains Chip Meehan, Comcast Spotlight’s West regional VP of integrated media sales.
Meehan also projects a “tenfold” increase in ad impressions for Comcast’s VoD content within the next year.
VoD will change by offering dynamically inserted ads. Whereas current VoD offerings often show the same advertisement during every commercial break, the new ads will make the experience “more like linear TV,” according to Scott Criley, the director of new media at Harris’s Broadcast Communications division.
“That’s something that’ll appeal to viewers, advertisers and content providers, but it’s not enough to ensure the uptick in ad revenue for Comcast; that’s why they’ve also disabled the ‘trick-play’ (fast-forward) capability for a lot of their VoD content,” reports Digital Trends.
The advertising model for Video On Demand will soon change. Some cable operators, including Comcast, allow users to fast-forward through commercials while viewing On Demand content, but operators plan to change this within the next few months in an attempt to better monetize the service.
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