4As Kicks Off VOD Ad Measurement Initiative

In the US, ad agency trade body the 4As has partnered with TV ad solutions firm BlackArrow and a large number of media firms to launch a research initiative that will measure the impact of ads within free video on demand (VOD) TV programs.

The new 'Advanced Advertising Media Project' (AAMP) will measure and compare consumer perceptions and responses to advertising within VOD versus traditional TV environments.

In the first phase of the study, AAMP researchers completed in-depth interviews among more than 20 media industry leaders to secure an understanding of industry perceptions and opportunities relating to VOD advertising. Study results, to be announced shortly, will cover topics such as current perceptions of TV; the future of advanced TV; barriers to advertising adoption within VOD; and the prioritization of requirements - by sector - of VOD advertising.

Phase two will use a VOD media research lab to explore and validate consumers' experiences when engaging with advertising in simulated VOD and linear TV environments. At phase three, an in-market test will be conducted, with the resulting data used as a basis for comparison with real-world results in a live, consumer trial.

'As consumer viewing trends evolve, agencies are seeking clarification on how best to integrate numerous TV viewing platforms into their media buys,' states Mike Donahue, EVP of the 4A's. 'By working together with industry leaders on the AAMP initiative, we will be able to gather and analyze data that supports research-based, strategic decisions around advanced VOD advertising.'

Other participants in the program include companies such as A&E Television Networks, CBS, Comcast, Digitas, Discovery Communications, Horizon Media, NDS and Rainbow Media.

Web sites: www.aaaa.org and www.blackarrow.tv .