Dynamic Ad Insertion (DAI) enhances advertising on the On Demand platform, allowing ads to be dynamically inserted into a VOD program at the beginning and the end of program segments. DAI is the ability to insert household specific advertising messages within a VOD session while the VOD session is being streamed in real-time. Therefore a more relevant advertising spot is served to the viewer based on the specific content, location, demographics and household preferences and across multiple platforms.
- DAI currently available in 17.4M homes nationwide
- Targeting by day-part, genre, rating and more
- Pre, Mid and post Roll opportunities
With DAI – Ads are separated from the asset and inserted “on the fly” at the ad trigger – like web video ads. Dynamic ad insertion offers clients the opportunity to reach a highly engaged audience, with more accuracy and efficiencies. Additional benefits are:
- Increased value of an ad spot
- Ad campaigns can be more flexible
- Ads can be triggered by various criteria
- Ad Maps largely driven by length of asset
- Content owners can potentially blend pre-stitched and dynamic ad placements within the same content until scale is achieved across cable operators
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.
The major player in this technology is Comcast & NBCU (owned by Comcast). Content from USA Network, E!, Syfy, Bravo Media and Oxygen Media that airs On Demand on Comcast Cable systems was part of their initial rollout in 2012, which initially focused on advertisements that ran prior to and after a show (pre-roll and post-roll ads). Early in 2013, this opened up to include dynamic ad insertion for advertisements throughout the show (mid-roll ads).
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.
"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," said Marcien Jenckes, SVP and General Manager of Video Services, Comcast. "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."