Latest Atlas Study Reveals Cross-Promotion As Key Component To VOD Advertising Success.Case Study Shows Nearly 25 Percent of VOD See video-on-demand. VoD - video on demand Advertising Viewership Driven by Branded Navigation Unit (BNU BNU Basic Networking Utilities (Unix UUCP Command Set) BNU Beijing Normal University (China) BNU Banco Nacional Ultramarino (Angola) BNU Battle Net Underground ) Promotional Spots SEATTLE -- A key risk in long-form video-on-demand (VOD) advertising is producing and hosting content that nobody ends up seeing. Atlas, a provider of digital marketing technologies and expertise, and an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of aQuantive, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : AQNT), today released a case study revealing the importance of cross-promotional spots to increase VOD viewership. The study also shows the impact of those cross promotions based on when they were delivered. The new research study, "Cross Promotion is Critical to VOD Success," was conducted by the Atlas Institute. The complete Digital Marketing Insight (DMI (Desktop Management Interface) The first desktop management standard from the DMTF. Enabling PCs to be monitored from a central console, it was superseded by the DMTF's Common Information Model (see CIM). ) report is available at www.AtlasSolutions.com/institute. Free VOD is still in its infancy and many users know neither of its existence nor how to access it. Therefore, many VOD advertising campaigns include "Branded Navigational Units" (BNUs): thirty-second promotional spots that run on standard cable channels and promote the free VOD content that the cable operator has placed on its service. For example, an advertiser may place multiple five-minute free programs describing their products on the operators' platforms and also run BNUs teaching how to access the long-form ad content. The study found that in this specific case, nearly 25 percent of VOD views to this retailer's audience were driven by BNUs. Atlas was able to estimate both the impact of BNUs overall and how efficiently BNUs increased VOD views during different times of day. For example, research proved that a BNU shown during prime access (the one hour "daypart" directly before prime time) was worth six times more than a BNU shown during the daytime daypart. "The key message here is that BNUs matter - advertisers should not treat these as an afterthought to their campaigns, but rather take a more strategic, planned approach," said the study's author John Chandler-Pepelnjak, Atlas principal analyst. He added, "It is imperative that advertisers test the efficacy of BNUs during various times, for each targeted audience." According to Chandler-Pepelnjak, "This case study, the first of its kind, validates that cross promotion significantly contributes to an increase in VOD viewership, and that time of day is just as critical as the content running." About the Atlas Institute The Atlas Institute is the research and education arm of Atlas, an advertising technology provider and creator of the Atlas Digital Marketing Suite. The Institute publishes Digital Marketing Insights, a series of publications by Atlas's senior marketing analysts and digital marketing experts that help customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each Digital Marketing Insight report is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. The Atlas Institute also provides education in digital marketing to Atlas customers and partners. To view a full listing of the Atlas Institute's Digital Marketing Insights, please visit http://www.atlassolutions.com/institute/insights.aspx. About Atlas Atlas (www.AtlasSolutions.com) is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for video on demand, online campaign management, in-stream video, rich media, search marketing, landing page optimization Landing page optimization (LPO, also known as webpages optimization) is the process of improving a visitor's perception of a website by optimizing its content and appearance in order to make them more appealing to the target audiences, as measured by target goals such as conversion , reporting, and analysis to maximize their online ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). , and provides a highly scalable ad-serving platform to help online publishers increase revenue. Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Denver and London. Atlas, a member of the NAI See Network Associates. , adheres to the NAI privacy principles that have been applauded by the FTC FTC See Federal Trade Commission (FTC). , and is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council (MRC See Maximum return criterion. ). |
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