The following is part of TV[R]EV’s “Eyes On Local” video series. Interested in learning more? See our new “Local OTT: What You Need to Know” special report.

How does selling OTT and VOD inventory help MVPDs strengthen their local business? James Rothwell, VP of Global Agency, Brand & Industry Relations at Comcast Advertising (Effectv & FreeWheel) shares more in the video below.

"Delivering on the optimal levels of reach and frequency becomes very, very important and they need to combine the scale of linear with the emerging scale of OTT and VOD to ensure that they're capturing all of those different audiences. Sometimes those audiences may be a little different as well, right?

OTT tends to skew a little younger. VOD, you know, I think that's a nice mix. But ultimately, it's a very, very engaged audience. And so each of these platforms have their own strengths and it really depends on the marketing tactics of the brand in question. But ignoring the digital side of the equation you can potentially be missing out on a large part of the overall audience who's tuning in to that particular piece of content.

So, I think we see it as very, very important. Obviously, our heritage is linear but we are embracing digital and we see massive growth in VOD and quite frankly feel like that is an untapped channel for advertisers or maybe there's a runway there for for advertisers to reach audiences in this very engaged environment and really sort of take advantage of this mode of captive audiences in their homes."