ideo-on-demand (VOD) is changing the television industry in a big way. The technology makes available selected video content over a network through an interactive television system. The effectiveness of ads on this medium is still debated, as it allows consumers to pause, rewind and fast forward the downloaded or streamed content.

A measuring tool, AdEssentials, developed by Rentrak Corporation can provide figures on VOD impressions. Similar to the company's OnDemand Essentials product - an on-demand content measurement and analytical system - AdEssentials has an array of transactional measurement tools for the use of cable operators, MSOs (Multiple Service Operators), content providers, ad agencies and advertisers.... more