Media Playground 2010: “Things are looking good for SeeSaw”

“Things are looking very good for SeeSaw”, claims Ben Williams, head of advertising at the video-on-demand service. 

SeeSaw has seen 50% audience growth month on month since launching, Williams added, although as the ‘Broadcast in a multi-platform world’ chair William Cooper (owner of informitv) pointed out – “It has only been running for two months”.

From an agency perspective, Michael Beecroft, digital trading director at Mediaedge:CIA, said the sticking point for video-on-demand is not being able to track VoD advertising data.

“We’ve been doing video-on-demand advertising for five years now, but we can’t track it… we have lots of unanswered questions, which didn’t matter when it was a small percentage of the budget, but matters now spending has increased,” Beecroft said.

“Media owners and content providers should have been the ones pushing this, not agencies and advertisers,” he added.