Pioneering ‘In VoD we Trust’ wins MRS Award
We are delighted to announce that Qmedia have won the 2009 Market Research Society award for Advertising and Media Research.
‘In VoD We Trust’ researched Channel 4’s on demand services (4oD), providing the first insight into how viewers watch the content and what that means for advertisers using the new ad-funded platform. As the first major commercial research study of its kind (2008), it has significantly increased industry understanding of Video on Demand (VoD) as a whole:
- How to use VoD in advertising campaigns, to increase reach and maximise engagement
- The brand-building benefits it has for advertisers, which are significantly improved beyond those achieved by linear TV or online display campaigns alone
- How to protect valuable audience enthusiasm, by ensuring that ads are targeted and intrusion minimised.
What the judges said:
This paper outlines one of the first commercial studies undertaken to increase the industry’s understanding of how Video on Demand works as an advertising and communication medium. It was an extensive study both in terms of the number of brands involved and the robustness and scale of the samples used. As a result the research puts a useful value on a relatively unknown medium and has widespread and actionable implications.
It was innovative in terms of the area researched, it delivered real commercial benefit and the research findings have wide implications for the communications industry.”
More details of the research can be seen by viewing our case studies, or find out more about the awards here.