Top ten tips: Video on demand

This overwhelming success has resulted in video-on-demand (VOD) both coming to the public's attention and being hailed as ‘the next big thing’. As a result, there has been a rush of interested parties - from media platforms to content owners - wanting to jump on the VOD bandwagon.

As an on-demand digital entertainment specialist, HUGE Entertainment, believes that there is now a massive opportunity for content owners to create their own offerings to distribute via PC, TV and mobile. However, we also argue that many of these players do not have the know-how to make a real success of their proposition.

Here, we offer our advice on getting it right when it comes to VOD.

1. Consumers don't care about technology

The majority of people aren't interested in how something works, they just want to know that it does. So don't bombard consumers with a complex feat of engineering – just make sure that your offering is easy to use.

2. Make it pretty

Following on from point one, you need to ensure the consumer's experience is a good one to encourage them to pay for content, either via a subscription service or pay-per-view. This means that, as well as being easy to navigate, the user interface needs to be visually enticing.

3. Be a retailer

VOD players need to think like high street retailers in terms of what content is provided, where it is displayed and how it is promoted. To encourage consumers to return, there always has to be something new and fresh available, at the same time as older material being easily accessible.

4. Don't make lists

Access to content should not take the form of endless lists that consumers need to scroll through to find what they want. Referencing the retailer analogy above, shops don't line up products in alphabetical order – neither should VOD operators.

5. Is it free?

To encourage a long-term relationship with consumers be clear about what content is free and what they must pay to access.

6. Get viral

VOD is still a very new concept. Many people have not yet experienced it, and it is complex to explain briefly. Significant amounts have been spent on advertising to promote services, but results to date have been mixed. Instead VOD players should focus on word-of-mouth endorsement, confident in the knowledge that, if they have put the points above into place, once consumers do try the service they will use it.

7. Brave new advertising world

VOD offers opportunities for new advertising models that are a world away from the low engagement, 'interruption marketing' of today's TV arena. You need to maximise these and be ready to generate new revenue from day one. How can you tailor your offerings for specific audiences? How can you interact with users to better engage with them? Do your homework and be prepared.

8. No constants

These are still very early days. Viewer behaviour is changing rapidly, and will continue to do so. You need to monitor what is happening and ensure that you stay one step ahead in order to remain appealing to consumers and relevant for advertisers.

9. Beware of sharks

Global technology companies are investing significant sums to establish content delivery devices for the home and terrestrial TV channels are also spending large amounts on VOD applications. Everyone is vying for a direct relationship with the subscriber. If a deal with a third party looks too good to be true, it probably is – and will be likely to remove you one step too far from your customers, which in turn can be detrimental to advertising potential. 

10. You only get one chance

VOD is a killer application – people like it and are already demonstrating their appetite for using it. But you only get one chance to make a lasting impact on peoples’ perceptions – your launch is therefore critical, so get it right.

By Phil Fearnley

Director

HUGE Entertainment

www.hugeentertainment.co.uk