Interviews, insight & analysis on digital media & marketing

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VOD: The playground for TV experimentation

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.

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New Digital Age, published by Bluestripe Group, covers the latest news, insight, opinion and research on all aspects of digital media and marketing. Our aim is to be a new voice for knowledge and inspiration about the companies, technologies and people powering the next wave of disruption in our industry. We’re a subsidiary of Bluestripe Group and will include news and views from our clients, in addition to other content we find interesting and that adds value to the digital media and marketing industry.

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