Invited guests will need their own Vudu accounts. Vudu is offering this as a safer alternative to sharing passwords. When members share passwords, guests could potentially make purchases from those accounts. With sharing, however, there's no chance of that. The sharing feature shares the entire contents of an online library. While streaming services like Netflix and Quibi typically pay enough to cover the full production costs of a show or movie, Vudu has offered to pay a majority of the production costs but not the full amount for at least some shows, according to entertainment execs.
And for licensed, non-original programming, Vudu has, in some instances, opted against paying a fixed fee in favor of revenue-sharing agreements, offering a split on the revenue from ads served against a non-exclusive licensed show or movie, as Digiday has previously reported.
Despite that feedback, Vudu continued to try to convince that client to advertise on the service. One agency exec met with a Vudu sales representative in the first half of and was told that the rep would be following up with a new pitch but never did.
Those changes had been expected to take effect around the middle of this year, but they ultimately never came to pass. However, the limbo period led Vudu to not be as active as some agency execs had expected.
Vudu has yet to provide companies with a self-serve ad-buying tool so they can buy ads on Vudu without needing to go through its sales team. The absence of a self-serve tool would not dissuade companies from advertising on Vudu, but its presence would have lowered the barrier to entry for advertisers by enabling companies to try out the service, said Rahil Berani, vp of programmatic for North America at Digitas.
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