Sky Deutschland highlights benefits of VoD advertising

Sky Deutschland’s ad sales arm has conducted a study of the effectiveness of video-on-demand advertising that it says shows the effectiveness of the activity.

Sky Media Network tested recall of ads for Volvo on Sky Anytime that it said showed that about half the audience recalled seeing a spot for the Volvo brand, with about 36% recalling the ad unprompted.

Eighty per cent of those who recalled the ad said they associated the Volvo brand with reliability, versus 67% of those that did not recall the ad, while 82% of those who saw it associated the brand with technology innovation, against 65% of those who did not see it.

Martin Michel of Sky Media Network said the study showed the effectiveness of advertising in an environment that required ‘lean forward’ action by viewers.