Ford plans to launch its first video-on-demand ad campaign at the end of December, betting that VOD will become as important for selling cars as the web, writes AdWeek. The ads will air on cable systems owned by Cablevision and Charter Communications, placing the ads before their some 4.5 million digital subscribers. The campaign creative mixes branded entertainment, 30-second ads, reviews by car-shopping service Edmunds and "video tours" highlighting car features.
The cable operators will give Ford sales leads of viewers who request more information and will also provide data about how VOD watchers interact with (fast forward, pause, rewind, etc.) the ads and other content.
At the head of the campaign is Brian Bos, convergence director of WPP's JWT Detroit, who is quoted as saying the data on how consumers interact with the medium is as important as the campaign itself.