Lara Izlan, Director of Advertising Data at ITV, argues that VOD is the perfect playground for marketing experimentation on TV.
Although VOD doesn’t yet have the reach of other formats quite yet “the scale and the mix of the addressable audiences today makes it the ideal sandbox for testing” according to Lara.
In her 99 second talk as a part of The 99//Club Digital Festival Lara told us that how VOD detailed audience insights can inform planning and creative audience, and why getting in now with small scale experiments with VOD could unlock future gains for your business.
NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.
The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.