Poor ad workflows thwart VOD potential

Rapid TV News writes.

In its report, logistics specialist IMD believes it has revealed a number of shortcomings associated with VOD monetisation, especially in terms of limitations associated with current advertising workflows.

This follows hot on the heels of research from the European Commission Audiovisual Services Department, which found that, for 2011, even though VOD was growing in importance, it represented less than a single percentage of total TV revenues.

One of IMD's key conclusions is that the industry would benefit from a more streamlined and standardised ad delivery workflow, in order to improve output quality and remove some of the complexities and costs that are being incurred by publishers and brands, Advanced Television notes.

“As online advertising grows in importance, advertisers and their media buyers are demanding more from their video campaigns, yet Web publishers are struggling to deliver the same service to their customers that they would get for broadcast TV advertising,” says Ross Priestley, commercial director at IMD.

“At IMD, we have recognised that workflows need to become more organised and managed to guarantee audiences the highest quality viewing experience, and we are working closely with publishers to help them overcome the workflow issues they face by creating a trusted pathway to reduce their cost in terms of time, money and reputation.”