ITV and Channel 4: BVOD – Project Firefly

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

Business challenge

"We need evidence!"was the cry from media agencies and advertisers. As broadcasters, we are under increasing pressure to provide conclusive evidence that champions the benefits of BVOD. With Facebook and Google continuing to attract media effectiveness headlines across the globe the pressure was intensifying. For many advertisers they still looked better than the rest of the video advertising market with spending forecast to increase on both platforms in 2018, despite all of their problems with brand safety, measurement and ad fraud. The business challenge was clear. BVOD revenue was under threat. We needed to support our commercial...

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