Dynamic ad insertion allows for advertisements to be easily changed at any time. Comcast says it has begun rolling this out in several markets, with plans to expand to the majority of Comcast markets in the coming year. Chrysler and Kraft are the premiere advertisers.
Media executives believe dynamic ad insertion will move the needle when it comes to complete TV commercial addressability -- which can target specific homes and viewers according to their needs. Canoe Ventures, of which Comcast Corp. is a partner with other big cable operators, is pursuing TV advertising addressability.
Comcast says programming on USA Network, E!, Syfy, Bravo Media and Oxygen Media that airs On Demand on Comcast Cable systems will be part of the rollout. Commercials running prior to and after a show (pre-roll and post-roll ads) will be subject to dynamic ad insertion. Later in the year, this will include mid-roll commercials -- those that run in the show.
"On Demand programming is a key way to reach today's consumers and an important part of an advertiser's marketing mix," stated Ed Swindler, executive vice president, NBCUniversal advertising sales. "This capability helps make the service more advertiser-friendly, giving clients greater flexibility to ensure their ads remain timely and relevant."
Commercials are usually inserted manually into On Demand programming and remain in place throughout a show's full window of availability. This dynamic ad insertion technology comes from Black Arrow's Advanced Advertising System, allowing ads to be changed or revised when necessary.
Comcast will make this available to other programming networks on its systems, working with Canoe Ventures. It says it will move a broader footprint covering more cable operators by early 2012. Comcast's local advertising sales group, Comcast Spotlight, has also started to bring digital ad insertion to local advertising clients.