- VOD is full of potential, but hampered by a lack of established business practices.
- Metrics that approach established measurement tools already in use within the industry are critical to helping advertisers understand the value of on-demand placements.
- Full-scale research is required to gauge consumer awareness and usage of VOD, as well as reactions to advertising in a VOD context.
- VOD needs to be packaged as a product and marketed to both advertisers and consumers in new ways.
- VOD affords an opportunity for advertisers to connect to consumers in an engaging, focused viewing environment.
A summary of the Phase I study is available for download at http://aamp.blackarrow.tv/aamp-download/. Phase II is expected to be complete by the end of the summer.