On Demand Summit: Panel Says Awareness, Navigation Key to On-Demand Marketing

Social media, traditional ad platforms can drive on demand results

By Mike Farrell, Multichannel News -- Broadcasting & Cable, 5/8/2013 2:16:00 PM

New York - Helping customers sift through the literally thousands of choices on demand is a top priority of multichannel video programming providers and content creators alike and is a key component of marketing the service, according to a  panel discussion at Wednesday's Multichannel News/Broadcasting& Cable On Demand Summit here.

At the Summit's Marketing & Promotions Roundtable moderated by CTAM senior VP of marketing and communications Anne Cowan, Verizon director, content strategy and acquisition Joseph Lawson said helping consumers navigate the choices out there is key and letting them know that your service can provide that help is essential to success.

"We believe that marketing FOD [free on demand] can be the rising tide that lifts all boats," Lawson said, adding that on demand viewers not only watch free shows, they buy on demand programming as well.

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