Virginia CU Pilots Dynamic Ad Insertion In On Demand Programming
RICHMOND, Va. – Virginia CU is among a handful of companies that have signed with Comcast Cable 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, with plans to expand to the majority of Comcast markets in the coming year. Traditionally, ads are inserted manually into On Demand programming and remain in place throughout a show's full window of availability. New technology allows ads to be easily changed or revised when necessary, allowing advertisers to more effectively target their marketing messages.
Virginia CU is piloting the ad insertion through Comcast Spotlight, the advertising sales division of Comcast Cable. Other local advertisers using the technology include South Florida McDonald’s, Richmond’s nTelos, NBC12/WBBT-TV and Batteries Plus.
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 initially will 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 NBCUniversal networks is expected to be added to the service in the coming months.