A new study has predicted that advertising investment in video-on-demand services will reach record levels in the fourth quarter.
Online video-on-demand (VOD) services - such as those offered by Virgin Media and Channel 4 - are set to attract record amounts of advertising towards the end of this year.Premium online video ad network Web TV Enterprise forecast that in the final quarter of 2010, an increasing number of media buyers will put their faith in this platform.
A poll carried out by the organisation found that 60 per cent of respondents have featured VOD in half or more of their plans, while almost half are expecting their spend to rise over the next six months.
Consequently, founder and managing director of Web TV Enterprise Jamie Estrin commented: "We can confidently predict that the biggest quarter for all advertising spend, October to December, will see record levels of investment in the VOD market."
Virgin Media's VOD service - Virgin Media Player - is currently available to its XL TV customers who also have a broadband subscription with the provider.