Broadcaster video on demand (BVOD)

What is BVOD?

Unlike traditional broadcast networks that adhere to a fixed schedule to air their shows, BVOD services allow users to select and watch content on demand. Users are offered a wide range of content to watch from the platform’s library, and they are free to pause, rewind, or rewatch at their convenience. Over the years, the increase in demand for VODs has prompted a number of broadcast networks to use accompanying BVOD streaming services and gain a wider reach in content engagement. Video content on BVOD platforms is high-quality and professionally produced materials that are available for free but mostly ad-included for monetization purposes. These platforms have been a popular option for many users today who are distancing away from traditional TV and prefer flexibility and convenience. Shows like Grey’s Anatomy or The Masked Singer available for free streaming on CTV Television Network are examples of BVOD.

Benefits of BVOD

Precise targeting

On BVODs, marketers have access to first-party data on user activity, which can be used to analyze their likes, interests, and streaming behavior. By referring to this data, marketers can target their ads to a narrower segment of viewers and only serve relevant ads that match their interests. BVODs also allow contextual targeting as marketers can deliver ads that are contextually relevant to the video being watched. Compared to traditional networks where segmenting users is difficult and ads are served on a channel basis, BVOD platforms allow marketers to drill down on their audience and deliver the right ads to the right users.

Brand safety

BVOD advertising is helpful for both marketers and users in building brand credibility. As mentioned previously, video content on BVOD platforms are professional and high-quality licensed content distributed by a credible broadcast network. Hence, marketers do not have to worry about their ads being associated with inappropriate or unidentified content and they are guaranteed safe ad delivery from trusted sources. Users are also more likely to trust the ads that appear alongside professional content, which is helpful for building overall brand credibility and reputation.

Increased reach

Because BVODs are accessible through multiple avenues including smartphones, computers, and TVs, there is a wider range of users that marketers are able to reach with their ads. Furthermore, BVOD users are no longer confined to their living room sofas but are able to stream content and ads at a closer distance on the device of their choice. This offers a more interactive experience and can increase the chances of users engaging with the ad.

BVOD vs. AVOD

BVOD is a subset of advertising based video on demand (AVOD), which also packages ads into video content. Like BVODs, users are able to view video content on AVOD platforms for free in exchange for ads in between videos or within the platform space. The difference between BVOD and AVOD is that AVOD includes all types of video content that is free and ad-included, like user-generated content on YouTube. There is a wider range of video content on AVODs, from independently uploaded videos to professionally produced content, while BVODs only include content generated by traditional broadcasting networks.