iWorld
VoD broadcast primetime viewing sees 22% growth
MUMBAI: The total time spent on viewing Free on Demand (FOD) television content in the Broadcast Primetime category increased 22 per cent compared to the previous year, with 32.8 million more hours per month watched in Q1 2015 than two years ago.
A report titled ‘State of VOD: Trend Report’ by Rentrak includes two years Video on Demand analysis and year-to-date metrics from Rentrak’s On Demand Essentials measurement service. Since Rentrak started issuing the report five years ago, findings show that time spent watching Broadcast Primetime on Demand has doubled.
Insights from the Rentrak report include:
Free on Demand (Broadcast Primetime): Transactions are up 19.8 per cent
Free on Demand (Cable Series Content): Transactions are up 8.2 per cent
The majority of primetime viewing On Demand happens after day three, with more than 50 per cent occurring day seven and beyond.
“Much has been written about the movement from TV to digital viewing, however, Rentrak shows that while live TV viewing is slightly down, television viewership is largely unchanged as more viewership is occurring on DVR and VOD over 28 days,” said Rentrak corporate president Cathy Hetzel.
“With 100 per cent of all primetime series shows now available on VOD, consumers know that favourite shows will be available when they want to watch. The water cooler effect is also driving higher usage as consumers now have the opportunity to watch shows they hear about, from the first episode on,” Hetzel added.
“It is no surprise that Free on Demand continues to see growth. On Demand is truly the ultimate engagement medium. No commercial avoidance for primetime content available on FOD makes On Demand one of the most effective platforms on which to target your most desirable consumers. Our recent ‘Report’ proves that VOD advertising should be sold at a premium price,” said Rentrak CEO and vice chairman Bill Livek.
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
