Cox Media and NBC Universal are working closely with a large advertiser and the trial includes dynamic ad insertion on two leading NBC Universal programs: NBC's The Office and USA Network's Monk. Both series are available through Cox MyPrimetime, the category in Cox's "On Demand" menu that provides access to hit network shows starting the day after they air. During the trial, up to four ads and/or promos in both programs are refreshed several times per week, including ads at the beginning of the program as well as ads within the program, known as interior breaks.
"Cox's extensive MyPrimetime and ‘On Demand’ libraries allow viewers to watch the very best TV programs after original air dates at their convenience," said David Porter, VP advertising product development, Cox Media.
"The addition of dynamic ad replacement and impression reporting gives Cox MyPrimetime the richest available feature set for supporting advertising in VOD."
Cox and NBC Universal have launched the trial in Phoenix, Ariz., one of Cox's largest markets. This follows a successful Cox technology trial earlier this year in Kansas that tested dynamic ad insertion with Cox-owned Travel Channel "On Demand" content.
"Delivering top-rated NBC Universal television programs over multiple platforms is a win for everyone," said Bradley Fleisher, SVP, TV Networks Distribution, NBC Universal.
"Being able to effectively monetize ‘On Demand’ content through collaboration with cable operators, programmers and advertisers makes that possible."
In addition to demonstrating the value of dynamic ads in "On Demand" programs, the trial is designed to explore the division of responsibilities, operational hand-offs and processes necessary to enable successful dynamic ad insertion. SCTE (Society of Cable Telecommunications Engineers) standards for dynamic ad insertion were recently established and vendors have started delivering to those standards. The Cox/NBCU trial combines standards from both the broadcast and cable industries into a coordinated workflow. For the trial Avail-TVN, SeaChange International, and Texscan NT collaborated to support the end-to-end workflow required for dynamic ad insertion.
"The capabilities for dynamic ad insertion have been proven and there is significant value for the entire cable and advertising ecosystem, something we expect to confirm during the current trial with NBC Universal," said Porter.
"Precise reporting metrics and the flexibility of dynamic ads make Cox MyPrimetime a powerful platform for our broadcast network partners to distribute their highest value programming."
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