MediaVest Running VOD Taste Test

Feb 3, 2008  •  Post A Comment

Video-on-demand advertising got a much-needed shot in the arm last week.
Media agency MediaVest launched a VOD marketing initiative that included VOD ads, a VOD short series and linear ads across Cablevision homes on behalf of client Dove Chocolate, a Mars brand.
The multipronged campaign runs on Cablevision for three months and was timed to coincide with Mercedes-Benz Fashion Week in New York, which kicked off Friday.
The MediaVest effort is a sign that marketers are still keen to test VOD, which has taken a back seat to broadband in the last few years as Internet video usage and advertising has skyrocketed. Broadband currently is in 60 million U.S. homes, compared with about 37 million homes that have digital cable, said Solutions Research Group.
If successful, the Mars effort could boost VOD ad buys.
MediaVest placed the buy and created all the content, which includes 30-second spots running on cable channels including Lifetime and Food Network that direct viewers to the Dove Chocolate VOD channel.
The content on the VOD channel, however, is not about Dove Chocolate, but rather about emerging young fashion designer Ashleigh Verrier, a protégé of Tim Gunn of “Project Runway” fame. Ms. Verrier received a grant from Dove to support her work.
MediaVest created a five-episode series that followed Ms. Verrier as she prepped for her first Fashion Week last year. MediaVest also is advertising the VOD series in other VOD programming, such as VOD content from TBS, TNT, Animal Planet and Martha Stewart on Demand (also a MediaVest VOD channel). The marketing effort is the first foray by Mars into VOD.
“We are trying to bring consumers into our content and make them more involved with our brands,” said Jen Soch, VP and activation director for advanced TV at MediaVest.
She’s also looking to glean fresh metrics to understand how the linear and the VOD ads drive views of the VOD content. “By combining this with 30-second units, we get a much better look at consumers and how they consume video,” Ms. Soch said.
That data includes information on views as well as details on pause, fast-forward and rewind, said Barry Frey, senior VP of advanced platform sales at Cablevision.
Consumers also can interact with the VOD content by answering trivia questions about chocolate and fashion, Mr. Frey said.


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