Total Recall: IAG, Lexus Study Suggests Marketers Adopt VOD Sales

As a vehicle for addressable advertising, video-on-demand has fallen short of its potential, but a new IAG Research study suggests that marketers could be overlooking a truly transformative sales platform in VOD.

Over the course of eight months, IAG analyzed a number of Lexus spots that had been baked inside select E! and PBS KIDS Sprout VOD programming, with an eye toward measuring the relative effectiveness of advertising in an on-demand environment. For example, viewers who opted in for E!