4oD doubles ad recall in survey

LONDON - Ad awareness on Channel 4's 4oD platform doubles compared to real- time TV viewing, says research commissioned by the broadcaster.

The study was conducted with respondents using 4oD via Virgin Media. Ad awareness went from 10% among non-4oD users, to 22% when they used the 4oD service. Brand awareness among 4oD users was 79%, compared to 71% with non-users. One in four 4oD users was likely to consider using the brand in future, compared to 7% of non-users.

Media agencies are encouraging clients to use on-demand platforms. Adam Turner, investment director at PHD, said: "We're making our clients more aware of on-demand as the sum is more powerful than the parts when we add it to a normal TV campaign."

Andy Benningfield, trading director at BJK&E, believes ad recall from VoD is higher by default. He said: "You cannot fast-forward pre-rolls and people are less likely to move away from 30 second ads."

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