MUMBAI: US cable major Comcast and US media conglomerate NBC Universal have announced that they are partnering to use dynamic ad insertion in On Demand programming, further leveraging the On Demand service as an advertising platform.
Dynamic ad insertion, which is a service that allows for advertisements to be easily changed at any time, has begun rolling out in several Comcast markets. There are plans to expand to the majority of Comcast markets in the coming year. Chrysler and Kraft are the premiere advertisers.
Content from USA Network, E!, Syfy, Bravo Media and Oxygen Media that airs On Demand on Comcast Cable systems will be part of the rollout, which will initially focus on advertisements that run prior to and after a show (pre-roll and post-roll ads) and include dynamic ad insertion for advertisements throughout the show (mid-roll ads) later this year.
Content from additional NBC Universal networks is expected to be added to the service in the coming months.
NBC Universal ad sales executive VP, COO Ed Swindler said, "On Demand programming is a key way to reach today’s consumers and an important part of an advertiser’s marketing mix. This capability helps make the service more advertiser-friendly, giving clients greater flexibility to ensure their ads remain timely and relevant."
Comcast senior VP, GM of video services Marcien Jenckes said, "With more than 20 billion views On Demand since we launched the service in 2003, and an average of 350 million views per month, the service is a proven platform to reach consumers. Enabling dynamic ad insertion will create more value for advertisers, content owners and Comcast, and allow us to further monetize the VOD platform while presenting more relevant advertising to our customers."
Traditionally, ads are inserted manually into On Demand programming and remain in place throughout a show’s full window of availability. Technology from Black Arrow‘s Advanced Advertising System allows ads to be easily changed or revised when necessary, allowing clients to more effectively target their marketing messages.
Comcast will make this capability available to other programming networks on its systems in coordination with Canoe Ventures, which will also enable this capability to a broader footprint covering multiple operators by early 2012.
Comcast Spotlight, the ad sales division of Comcast Cable, is bringing dynamic ad insertion to local advertising clients as well. Local advertisers utilising the technology include South Florida McDonald‘s, Richmond‘s nTelos, Virginia Credit Union, NBC12/WBBT-TV and Batteries Plus.
