Broadcaster Video on Demand (BVOD)
On-demand video content from traditional broadcasters is called Broadcaster Video on Demand (BVOD), which includes high-quality, professionally-produced content available online and on-demand.
What is BVOD?
A video delivery model that’s been gaining traction in recent years, BVOD refers to video content produced and published by traditional broadcasters that’s available online and on-demand.
Although BVOD makes high-quality content available to viewers for free, most BVOD platforms feature ads in their content to generate revenue.
The adoption of BVOD has skyrocketed among viewers and advertisers alike during the pandemic. Given the fact it offers several advantages over other forms of video on demand and traditional TV has led to its growth in countries like Canada, Australia, and the UK.
Key BVOD providers
Various established broadcasters have come up with their BVOD offerings, and one of the most widely used examples of a BVOD platform is BBC iPlayer.
It gives internet users access to content on various BBC channels, and unlike other BVOD platforms, iPlayer doesn’t feature commercial ads for viewers in specific regions.
Other BVOD providers include Peacock from NBCUniversal, Hulu, Pluto TV, and Sling TV.
BVOD’s growing popularity
BVOD has become a popular way of streaming high-quality content.
A recent study shows that linear TV and BVOD together reached more than 90% of the UK’s adult population each week in 2021, and has also accounted for nearly 26% of broadcaster viewing among 16 to 34-year-olds.
The surge in the adoption of BVOD isn’t surprising, though. It gives viewers the chance to access top-quality TV shows and films using any device of their choice – such as their phones, tablets, or computers.
Better still, viewers can access their content of choice at a convenient time instead of being restricted to predetermined programming on linear TV, which makes BVOD an excellent choice for cord-cutters and cord-nevers.
The benefits of BVOD advertising
As more viewers welcome it with open arms, BVOD is also grabbing the attention of advertisers. With it, advertisers and publishers get an excellent opportunity to enter the thriving CTV advertising landscape.
Case in point — the global CTV ad spending has grown rapidly and even crossed the $20 billion mark recently. Similarly, BVOD revenue reached $363 million, marking a phenomenal 67.8% year-on-year rise.
But what is BVOD advertising?
In simple terms, BVOD advertising refers to the placement of commercial ads in on-demand content from conventional broadcasters, and offers the following benefits over other forms of CTV and linear TV advertising:
1 – Razor-sharp targeting
One of the most significant benefits of BVOD is that it provides advertisers with precise targeting options, allowing them to choose their target audience based on different parameters — such as content genre, location, language, gender, demographics, etc.
The best part is that advertisers don’t have to rely on data from third parties, and instead get access to first-party data from the broadcasters / publishers who own the BVOD platform. This ensures that their ads reach the right audience, maximizing the return on investment (ROI) of their campaigns.
Unlike traditional TV advertising, where brands are restricted to creating generic ads for a wider audience, advertisers can deploy multiple campaigns to resonate with specific audience segments on the same platform.
2 – Increased reach
BVOD helps advertisers reach niche audience segments, such as cord-cutters and smartphone users. These segments wouldn’t have been accessible with traditional TV advertising, which is particularly beneficial for brands that want to reach tech-savvy younger generations.
3 – Guaranteed brand safety
Although both AVOD (advertising video on demand) and BVOD deliver ad-supported content, BVOD gives advertisers more control over where their ads are displayed.
Additionally, content on BVOD platforms is of superior quality because it comes from renowned and respectable broadcasters. This means that advertisers don’t have to worry about associating themselves with inappropriate or offensive content, helping them preserve brand image and reputation.
4 – Enhanced ad performance
Recent research by Think Premium Digital indicates that BVOD advertising outperforms video advertising on other digital channels. For instance, it offers 1.3x better recall than YouTube ads and 4.7x better recall than video ads on Facebook.
Numbers show that ads displayed on BVOD platforms are better liked than those on YouTube, Facebook, and other online channels.
In fact, BVOD ads generate a 15% increase in likeability over short-form YouTube content, making BVOD advertising superior to other forms of digital advertising — by improving audience engagement.
5 – No ad fraud
With BVOD advertising, brands no longer have to worry about fake impressions and clicks from bots. It’s a significant advantage over other digital advertising techniques, such as Google Ads and YouTube ads, that are plagued with ad fraud.
6 – Improved flexibility
Unlike traditional TV, BVOD platforms let advertisers monitor the performance of their campaigns, and gain access to a broad spectrum of data and analytics about audience behavior and engagement.
This helps advertisers measure key performance indicators (KPIs), such as click-through rates (CTR) and view-through rates (VTR), which they can use to modify their campaigns and maximize their return on ad spend (ROAS).
BVOD, SVOD, TVOD, and AVOD: What is the difference?
Advertisers and publishers in the CTV landscape often feel overwhelmed with various forms of video-on-demand. Let’s take a closer look at the main ones:
SVOD – Subscription video on demand
SVOD gives viewers access to top-notch video content in exchange for a monthly or annual subscription fee, helping content publishers and streaming service providers retain users and build a loyal subscriber base. Popular examples of SVOD platforms include Netflix and Amazon Prime Video.
TVOD – Transactional video on demand
TVOD doesn’t require users to pay a subscription fee to sign-up on the platform, but to purchase or rent different films and shows on the platform in exchange for a fee. Google Play Movies & TV is an example of a TVOD platform.
AVOD – Ad-supported video on demand
AVOD gives viewers free access to all films and shows on the platform. To enable monetization, however, users have to watch commercial ads before or during a video.
YouTube is one of the best-known AVOD platforms, with other examples including Peacock, Pluto TV, and Facebook Watch.
- BVOD platforms let users stream content developed by renowned TV broadcasters, and allow viewers to access professionally produced content for free. Examples of BVOD providers include Sling TV, Peacock, and Pluto TV.
- Unlike traditional TV, BVOD lets users access their favorite content from any location using any device, but requires them to watch ads before or during a video.
- Advertising on BVOD platforms is an excellent option for advertisers looking for precise targeting, improved ad performance, better brand safety, amplified reach, and zero ad fraud.
- The exponential rise in BVOD adoption among advertisers and audience segments has made it a great option for OTT platforms and content publishers, enabling advertisers to access a wealth of data that helps them measure and improve their campaign performance.