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In VOD We Trust Says IAB Survey

The consumption of Video-on-Demand (VOD) is becoming a daily activity for many Irish adults according to new research published by IAB Ireland as media organisations ramp up their VOD offerings.

The IAB Ireland research tracked Irish users’ consumption and attitudes towards VOD and it was conducted by Nielsen Ireland. The research focused on the reach, resonance and reaction to VOD.

According to the findings, 28% watch VOD content daily, on a variety of devices. Engagement with VOD is strongest amongst A16-24 (50% watch daily). Free advertising-funded platforms are the most popular method of accessing content (90%).

The research also shows that VOD complements TV. VOD can help reach light/medium TV viewers and it delivers harder to reach audiences especially 16-24 year olds and 16-34 year olds. In addition some 45% of 16-24 year old VOD Viewers claim they watch more VOD than TV.

In terms of resonance, VOD content, convenience and access are key drivers to consuming VOD with 48% view it to catch up on missed content while 34% view it anywhere they want. Another stated that they like to view content shared or recommended by friends. The survey also found that 54% like VOD as they can watch in their own time and 50% view because it’s free.

In terms of reaction, advertising in VOD leads to further brand engagement and acceptance of advertising in and around VOD content is strong (74%). The survey also found that 1 in 2 are happy to watch advertising in order to view free content.

In addition some 26% visited a brand’s website/physical location after exposure to advertising in VOD content, 24% have searched for a brand/product on the internet, 10% have bought the brand and 19% have amplified the message about the brand via word of mouth.

‘This Nielsen study confirms the high level of VOD consumption and engagement in the Irish market. The research illustrates how VOD complements TV campaigns in delivering harder to reach audiences. Great content will always be in demand and the power of VOD to reach users on an emotional level underlies the popularity of this format for advertisers. VOD advertising spend grew by 75% in the first half of 2014 – we look forward to further strong growth for VOD in 2015 and beyond’ said Maeve O’Meara, Marketing Manager, IAB Ireland.

To download full VOD infographic click HERE.

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