Adlink, the digital advertising interconnect for Los Angeles, has completed its first two marketwide video-on-demand campaigns, drawing in-depth views for a luxury car manufacturer and a public-service campaign promoting healthy living.
The interconnect reaches 2 million on-demand-capable homes through partners Charter Communications, Cox Communications and Time Warner Cable. Initial campaigns in the VOD initiative were conducted in the fourth quarter, with advertisers using a selection of the 44 networks on which Adlink places spots.
According to Adlink, the car manufacturer (which it declined to identify) advertised on 22 networks, directing viewers to 10 long-form clips on the VOD platform, focusing on varying models and driving experiences. The most popular? “The Purchasing Experience,” depicting a car buy. In four weeks, the campaign generated 4,500 views, according to Adlink.
The public-service campaign utilized all of Adlink’s networks, driving viewers to animated long-form VOD videos, which then directed viewers to visit the health organization’s Web site. That campaign generated 13,391 total views and 1,008 hours of long-form viewing.
Viewers watched the healthy-living videos for an average of 5½ minutes, Adlink said.
“In a market served by three cable operators, it made sense to streamline the on-demand ad buy for advertisers trying to reach the entire Los Angeles footprint,” said Hans Fischmann, general manager of advanced media for Charter Media.
