This BVOD advertising UK guide explains how broadcaster video-on-demand can support targeting, reach and TV-quality viewing environments.
What is BVOD advertising?
BVOD stands for broadcaster video-on-demand. In the UK, it usually refers to advertising around broadcaster streaming services such as ITVX, Channel 4 and My5. It allows advertisers to appear in TV-quality environments when viewers watch programmes on demand through apps, smart TVs, tablets, phones and other devices.
BVOD is not simply online video. It carries the strength of broadcaster content, familiar programme brands and a controlled advertising environment. For many advertisers, that makes it a useful bridge between traditional TV and digital video.
Why UK advertisers use BVOD
BVOD can help advertisers reach audiences who do not watch as much scheduled TV. It can add younger viewers, improve targeting, support regional campaigns and extend frequency around a linear TV plan.
It can also work well for brands that need more control over audience selection, location or campaign pacing. Used properly, BVOD can add quality reach without losing the TV context that makes the medium valuable.
BVOD alongside linear TV
BVOD works best when its role is clear. It may be used to extend reach, support a launch, target a specific audience, add frequency or cover viewers who are lighter linear TV watchers. It should not be bolted onto a plan just because it sounds modern.
The important questions are: which broadcaster platforms fit the audience, how much budget should be allocated, what frequency is sensible and how will delivery be measured?
BVOD and connected TV
BVOD and connected TV overlap, especially because much BVOD viewing now happens on the main TV screen. But they are not always the same thing. BVOD is tied to broadcaster content and sales environments. Connected TV can include a wider range of smart TV, streaming and ad-funded TV inventory.
Advertisers should understand exactly what they are buying, where ads will appear and how the impressions will be reported.
BVOD planning advice
TVMediaBuying.co.uk helps advertisers decide whether BVOD should be part of the plan, how it should sit alongside linear TV and connected TV, and how to avoid paying for video impressions that do not support the campaign.
Related pages: Connected TV Advertising UK, Linear TV Advertising UK, TV Advertising Costs UK
BVOD advertising UK planning links
For broadcaster examples, see ITV Media’s ITVX advertising information and Channel 4 Sales. BVOD should also be compared with connected TV advertising, linear TV advertising and TV advertising costs.