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Poor ad workflows holding back VOD industry, claims study

A new report claims that existing advertising workflows are holding back the video-on-demand industry, which would benefit from a more streamlined and standardised ad delivery network.

UK media logistics specialist IMD has published an independent research paper outlining the shortcomings of current VOD advertising workflows following an in-depth review undertaken with major media owners, including Channel 5 and BSkyB.

One of the study’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.

Key VOD advertising workflow issues identified by the report include: absence of a consistent quality standard, poor quality video, no standard delivery path, multi-platform delivery, and a lack of transparency.

“It’s increasingly about quality, especially as more and more TV-like devices enter the market,” says Kirsty Roos, Traffic and Analytics, Channel 5. “You have to balance the demands of getting it live with the need for quality of experience for the user. Every time you encode or edit an already compressed file you are losing quality. If an advertiser has spent £100,000 on an ad, you don’t want the last step in the chain to ruin it.”

The study can be downloaded here.

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