• by David Goetzl  @dgoetzl, January 14, 2010

Top-20 cable operator Bresnan Communications has launched a dynamic ad insertion VOD test in four Montana markets.

Traditionally, ads have been slotted into the program stream that are available on the video-on-demand platform and unable to be changed for lengthy periods of time. Ads could grow stale, especially if messages are time-sensitive; advertisers have clamored for the opportunity to easily swap spots in and out.

The trial in Billings, Helena and two other markets allows that to happen. Over time, both networks (providing the programming) and operators (staging it) are hoping to charge a premium for the opportunity -- not to mention establishing the capability as VOD consumption grows.

A slew of distributors have conducted tests in line with Bresnan.

Bresnan executive Kelly Enright stated that dynamic ad insertion can yield "campaigns that provide relevant, measurable and highly effective advertising ... and allows programmers to manage on-demand advertising inventory for the first time, while developing a whole new stream of advertising revenue."

Bresnan is using technology from Arris, Avail-TVN and BlackArrow for the test. The operator has 320,000 customers in the Rocky Mountain area.