Marketing Dive – What AVOD’s growth means for marketers in search of evolving consumers

Dots_6 Color

This article quoting CIMM’s Jane Clarke was originally published by Marketing Dive.

As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

The rise of ad-supported video on demand (AVOD) services has been a quiet development amid numerous new consumer behaviors spurred or accelerated by the coronavirus pandemic. Yet the proportion of consumers using an AVOD service is now noteworthy, having increased from 34% in February 2020 to 58% in February 2021, according to Hub research emailed to Marketing Dive.

As pandemic-era behaviors calcify, AVOD looks poised to become an important marketing lane, especially as other trends — like consumer fatigue over paying for multiple subscription video services (SVODs) and a tightening data privacy landscape — affect digital channels.

What AVOD’s growth means for marketers in search of evolving consumers

As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

Courtesy of Roku

More from CIMM

CIMM and OpenAP Launch Strategic Review of the Identity Resolution Ecosystem for Advanced TV Advertising

CIMM Unveils Priorities for 2024 Following Substantial Member Growth

Report: Guidelines for Planning & Buying Addressable TV Advertising – CIMM and Go Addressable