& cplSiteName &

Comcast Signals New Ad Era for VoD

Jeff Baumgartner
LR Cable News Analysis
Jeff Baumgartner
7/29/2011
50%
50%

After years of fits and starts sprinkled in with some small field trials, dynamic ad insertion for cable video-on-demand (VoD) appears to be on the verge of becoming a reality, giving MSOs a system that can rival the flexibility and speed enjoyed by advert systems that power Web-fed video services. (See Comcast Gets Dynamic With VoD Ads and Charter Tests Dynamic VOD Ads.)

Evidence of cable's emerging ability to switch ads in VoD content on-the-fly emerged this week when Comcast Corp. (Nasdaq: CMCSA, CMCSK) announced it had started a scaled deployment that's covering 17 markets, about 7 million homes. The MSO expects to complete the deployment by early 2012, according to Comcast SVP and GM of Video Services, Marcien Jenckes.

In terms of content suppliers, USA Network, E!, Syfy, Bravo Media and Oxygen Media are already on board, and networks from the MSO's corporate cousin, NBCUniversal LLC , will be joining in the months ahead. Chrysler and Kraft are the first major advertisers to sign on, with Comcast Spotlight bringing in several local advertisers.

"We believe it's ready for prime time," Jenckes says of the technology, which at long last will help MSOs try to staunch the flow of video advertising that's been leaking to the Internet. (See Plugging the Ad Drain.)

Comcast, in tandem with campaign management and ad-serving partner BlackArrow Inc. , is starting off with the ability to digitally splice commercials into the front- and back-ends of "free" ad-supported VoD content. The MSO expects to start inserting ads into the middle of shows by the fall.

That's something programmers have been able to do pretty easily for a while for Web-sourced VoD, but now cable's legacy digital TV platform is finally catching up. Before dynamic splicing became available, programmers had to insert the commercial into the VoD asset and re-edit whenever new adverts needed to be inserted.

The ability to make swaps rapidly will help programmers insert ads that are more relevant, but it will also put the industry on the path toward addressable (i.e. targeted) advertising. Adding addressable ads to the mix will probably have to wait until 2012, Jenckes says.

Jenckes says Comcast has reached the scaled deployment stage for dynamic VoD ads now that it has built out its central VoD library and developed the associated video-optimized content delivery network (CDN). Also factoring in was its investment in a unified database that manages all of Comcast's VoD assets centrally. (See Comcast's 'Project Infinity' Takes Flight .)

Going wider
But the value and scale of this is limited if Comcast acts alone. Canoe Ventures LLC , the cross-MSO advanced ad joint venture, will help other MSOs join the mix in early 2012. In addition to Comcast, Canoe's backers include Time Warner Cable Inc. (NYSE: TWC), Charter Communications Inc. , Cox Communications Inc. , Cablevision Systems Corp. (NYSE: CVC) and Bright House Networks . (See Canoe Experiments With VoD Ads.)

Jenckes says ad-supported VoD is already profitable -- Comcast averages about 350 million VoD views per month -- but this new capability should drive incremental on-demand revenues for MSOs and programmers and give them upside on the ad dollars that are already coming in from traditional linear TV and via the Internet.

"This is new revenue at scale against a significant amount of viewership," he says.

— Jeff Baumgartner, Site Editor, Light Reading Cable

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
NEXT COURSE
Wednesday, September 14, 1:00PM EDT
What Is Agile?
Kent J. McDonald, Product Owner, Agile Alliance
UPCOMING COURSE SCHEDULE
Friday, September 16, 1:00PM EDT
How to Implement Agile
,
Wednesday, September 21, 1:00PM EDT
What Is DevOps?
Colin Kincaid, CTO, Service Provider, Cisco
Friday, September 23, 1:00PM EDT
How to Implement DevOps
,
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
F5 Virtual Network Function Integrations With Partner Orchestration Platform

8|24|16   |   6:38   |   (0) comments


F5's Kishore Patnam, product manager for F5's service provider solutions, discusses why service providers are moving towards virtualization and how his clients are utilizing F5's solutions.
Between the CEOs
CEO Chat: Intel's Alexis Black Bjorlin

8|17|16   |   06:23   |   (0) comments


Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Telecom Innovators Video Showcase
Accelerating Telecom Digital Transformation With Nominum DNS

8|1|16   |   12:04   |   (0) comments


Light Reading's Steve Saunders gets an update from Nominum CEO Gary Messiana on how his company is helping carriers on the digital transformation journey.
LRTV Custom TV
Reinventing Operations for a Virtual, Software-Defined World

7|28|16   |   5:23   |   (0) comments


Heavy Reading Senior Analyst Jim Hodges speaks with Accenture's Larry Socher and Matt Anderson about what service providers must do to transform their business to get the benefits of SDN and NFV including: leveraging DevOps, introducing real-time OSS and implementing analytics.
Women in Comms Introduction Videos
Fujitsu Sales Leader Shares Lessons Learned

7|27|16   |   5:12   |   (1) comment


As Fujitsu's only female sales leader, Annie Bogue knows the importance of asking for what you want, being flexible (she's been relocated five times), keeping a meticulous calendar, 'leaning in,' working harder than everyone else around you, being aware and more.
Telecom Innovators Video Showcase
VeEX Test & Measurement Solutions

7|25|16   |   08:57   |   (0) comments


Cyrille Morelle, president and CEO of VeEX Inc., talks test and measurement with Light Reading's Steve Saunders at BCE 2016. This includes innovative products such as VeSion Cloud-Based platform for network monitoring; MTTplus Modular Test platform for Access, Business, Carrier Ethernet, Transport and Core services; and OPX-BOX+ for Fiber Optics.
LRTV Custom TV
VeEX: Live From BCE 2016

7|25|16   |   03:20   |   (0) comments


VeEX's Senior Director of Business Development, Perry Romano, explains how VeEX provides tools to help install, maintain, monitor and manage network infrastructure efficiently and effectively. The portfolio of products on display include the RXT-6000, MTTplus and TX300s.
LRTV Custom TV
Real-Time Telemetry & Analytics for Intelligent SDN Orchestration

7|25|16   |   03:09   |   (0) comments


Packet Design CEO Scott Sherwood discusses how real-time network telemetry and analytics are enabling a new breed of SDN orchestration applications.
From the Founder
The Russo Report: Driving Disruption

7|25|16   |   07:44   |   (2) comments


In the first episode of a four-part series, Light Reading Founder and CEO Steve Saunders and Calix President and CEO Carl Russo drive around town discussing the disruptive mega-changes in the communications industry and where hope lies for service providers to meet the escalating demands of the cloud.
LRTV Custom TV
NetScout: Maximizing Enterprise Cloud for Digital Transformation

7|20|16   |   04:53   |   (0) comments


Light Reading Editor Mitch Wagner talks to NetScout CMO Jim McNiel about maximizing the benefits of enterprise cloud and digital transformation while minimizing potential pitfalls with a proper monitoring and instrumentation strategy.
Women in Comms Introduction Videos
Ciena's VP Offers a Career Crash Course

7|20|16   |   4:14   |   (2) comments


How did Ciena's Vice President of Sales, Angela Finn, carve out her career path? Simple, she tells WiC. She stayed true to her company, customers and principles. She shares her advice for women on how to be authentic and credible, as well as for companies that want to make a real change to their culture and practices.
LRTV Custom TV
NFV in 2016: Part 2 – Climbing the Virtualization Maturity Curve

7|19|16   |   06:56   |   (0) comments


Many of the initial use case implementations are single-vendor and self-contained. The industry is still climbing the virtualization maturity curve, needing further clarity and stability in the NFV infrastructure (NFVi) and greater availability and choice of virtualized network functions (VNFs). Interoperability between NFVis and VNFs from different vendors ...
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Five of the Top 10 most targeted countries in Check Point Software Technologies' global Malware & Threat Index for Q1 2016 are in Africa.
Hot Topics
Cisco Developing 'Monica' Digital Assistant
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/22/2016
VoLTE Can Drive 4G Small Cells Adoption
Ravi Narayanan, Senior Analyst – Cloud & Next Generation Mobile Networks, Heavy Reading, 8/18/2016
'Most Wanted' Kobi Comes Home
Ray Le Maistre, Editor-in-chief, 8/23/2016
Rocket Fiber Lights Up Detroit With Gigabit
Elizabeth Miller Coyne, Managing Editor, 8/22/2016
CCIA Counter-Attacks on Set-Top Proposal
Mari Silbey, Senior Editor, Cable/Video, 8/23/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
There's no question that, come 2020, 5G technology will turn the world's conception of what mobile networking is on its head. Within the world of 5G development, Dr. ...
Animals with Phones
Live Digital Audio

Bridging the tech skills gap is a major challenge for service providers and suppliers alike today – and the challenge is two-fold when it comes to increasing the number of women in the comms space. Level 3 Communications has made it a priority to overcome both challenges by implementing several unique programs focused on building the right candidates from within – in addition to filling the funnel by supporting STEM and other education programs. During this radio show, you’ll learn about these programs from Mary Beth McGrath, SVP of Global Talent Management at Level 3, and the best ways to bridge your own skills gap so that you are motivated and equipped for change. Plus you’ll have the chance to ask Mary Beth your questions live on the air.