Video-on-demand (VOD) can't match the reach of TV in Canada—yet—but the channel has many perks for advertisers. That's why Canada-based Maple Leaf Foods plans to diversify its ad spend to include it. eMarketer's Sean Creamer spoke with Sameer Bandeali, Maple Leaf Foods' digital marketing and ecommerce leader, about the factors that drove the packaged meats company toward VOD advertising, and his expectations. Bandeali was interviewed as part of eMarketer's August report, "Canada Streaming Video 2018: As Consumers Adopt OTT, 'Netflix Tax' Proposed to Ease Pressures on Local Players."
When will Maple Leaf Foods start advertising in the VOD space?
We're planning to run ads in VOD starting in 2019. Consumers are binge-watching more content through digital, and we want to get involved with VOD through our media partners.