Light Reading
Sixth largest US MSO picks BlackArrow to handle dynamic insertion of ads into VOD content, starting with Indianapolis market.

Bright House Launches VOD Ad Insertion

Alan Breznick
7/29/2014
50%
50%

Plunging into a potentially lucrative market for cable operators, Bright House Networks has become the latest major North American MSO to start inserting ads dynamically into video-on-demand (VoD) programming.

Bright House Networks , the sixth biggest US MSO with more than 2 million video subscribers, has started rolling out dynamic ad insertion (DAI) on VoD in its Indianapolis market. Although Bright House hasn't said where it might go next, it is expected to expand the DAI deployment nationally. Besides Indianapolis, the MSO's other big markets include Orlando and Tampa, Fla., Birmingham, Ala., and Detroit.

Like three of its large counterparts, Bright House is relying on [complink 10912|BlackArrow Inc.}'s ad insertion solution to manage the VOD DAI deployment. BlackArrow, which has carved out a nice niche for itself in this category, offers a centralized, real-time ad solution designed to unify campaign management, advertising reports, and ad executive across all TV platforms.

BlackArrow is also working with the other three major MSOs -- Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), and Rogers Communications Inc. (Toronto: RCI). Comcast, TW Cable, and Bright House are also all members of Canoe Ventures LLC , the four-MSO consortium driving VOD advertising in the US. The other large MSO participating in Canoe is Cox Communications Inc. , which has not yet rolled out DAI but is expected to do so later this year.

"We started out with VOD as low-hanging fruit for the large operators," Chris Hock, SVP of marketing and partnerships for BlackArrow, told Light Reading. "This is a sign that the market is moving away from early adopters." With the addition of Bright House, BlackArrow will extend its VOD ad deployment base to nearly 32 million cable homes.

The move by Bright House comes as the VOD ad business finally appears to be taking off after years of stumbling. In May, for example, the participating cable operators and 40 programming networks teamed up to conduct an average of 230 VOD DAI campaigns per week, according to the latest statistics from Canoe. Further, Canoe notes, more than 3 billion ads have been inserted in free cable VOD programming through May, already more than the 2 billion ads inserted through all of 2013.


For more of Light Reading's coverage of the emerging VOD ad business, visit our video services content channel.


With a fourth major North American MSO now under its belt, BlackArrow is seeking to extend its VOD ad reach across the Atlantic to Western Europe. Hock said the firm is also eyeing other pay-TV providers, such as telco video operators.

In addition, BlackArrow is looking to sign up more cable operators and other pay-TV providers for its ad solution for live, linear TV programming delivered over IP. So far, one major MSO, TW Cable, has started making use of that product, known as BlackArrow Linear. (See BlackArrow Targets Live TV Ads.)

— Alan Breznick, Cable/Video Practice Leader, Light Reading

(7)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
thebulk
50%
50%
thebulk,
User Rank: Light Sabre
8/4/2014 | 3:26:30 AM
Re: Show me the money
Yes, we ignor most of it, but I think much of it is just passive, as long as its there in front of someone its having some impact. 
smkinoshita
50%
50%
smkinoshita,
User Rank: Light Sabre
7/31/2014 | 11:30:12 PM
Re: Show me the money
Ahh -- but if the user is going to ignore the ads, then the person paying for the advertising is just wasting the money.  It used to be the saying that "I know half my advertising is wasted, but I don't know which half" -- since we're advertising more than ever, I think the wasted number is much higher since the audience is being trained to ignore the ads.

It depends on what's being advertised of course, but in my experience I see a lot of marketers just using the "Alcohol and guessing" approach, and it doesn't really pay off.  I've done work crunching the numbers for a few businesses.  Unless the advertising techniques advance all the new tech available to it won't help.
thebulk
50%
50%
thebulk,
User Rank: Light Sabre
7/31/2014 | 2:56:12 PM
Re: Show me the money
That might be the best time for the user, but most likely not the best time for the person paying for the advertising. 
smkinoshita
50%
50%
smkinoshita,
User Rank: Light Sabre
7/31/2014 | 1:30:06 PM
Re: Show me the money
Those ads are terrible because they're stuck in the same tired "interruptive" method that advertising's been using for ages.  All it does is train people to ignore it, and if they get clicked it's by accident.  

Timing and context is everything.  The best time to insert an ad is when the person hits PAUSE.  At that point, the viewer is saying "I need to stop and do something" and in which case they're already interrupting their own viewing.  Then when they come back, the ad is the first thing they see and since they weren't watching at the time it's not like the ad did the interrupting.
thebulk
50%
50%
thebulk,
User Rank: Light Sabre
7/30/2014 | 3:15:38 PM
Re: Show me the money
Personally I think ad insertion would be great if it worked the say YouTube does the overlay ads. That would probably be the best model for cable to go with. 
smkinoshita
50%
50%
smkinoshita,
User Rank: Light Sabre
7/30/2014 | 2:37:23 PM
Re: Show me the money
I don't see much change happening personally; it's the same thing that always happen.  New advertising technology used the with the same old, tired, uninteresting and poorly targeted interruptive ads.

 
thebulk
50%
50%
thebulk,
User Rank: Light Sabre
7/29/2014 | 1:39:58 PM
Show me the money
No doubt this is revenue that cable companies want, and I am sure they will find even more ways to insert ads, some we may not even relize we are being shown. For me the key to VOD ad insertion has aways been to make it seemless, I think the MSOs are trying to make that the case. 
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
LRTV Huawei Video Resource Center
Sales Director of INIT on Plug & Play Switch Devices

9|19|14   |   3:21   |   (0) comments


INIT Italy uses both the Huawei S5700 and S7700 series switches for the campus LAN environment. Sales Director Andrea Curti says their company chose these Huawei devices over others because of their performance, flexible scalability and plug-and-play features.
LRTV Huawei Video Resource Center
Saudi Arabia Upgrades Vocational Training System

9|19|14   |   3:31   |   (0) comments


The Technical and Vocational Training Corporation (TVTC) has 100,000 students, 150 government-owned institutions and oversees 1000 private institutes. The CIO of TVTC explains that Huawei devices have allowed them to manage multiple datacenters using just one software program, scientifically tracking the progress of students and teachers, saving them millions.
LRTV Huawei Video Resource Center
Huawei's Media Solutions Are Here to Stay

9|19|14   |   4:35   |   (0) comments


The current media revolution requires rapid upgrades in technology. New formats (HD, 3D, 4K etc.) and the subsequent explosion of file sizes demand sophisticated network and storage architecture. Social media and the multiple distribution channels require a robust asset management system. Gartner analyst Venecia Liu speaks about the current technological trends in ...
LRTV Huawei Video Resource Center
Microgenesis on Huawei's Switches

9|19|14   |   3:57   |   (0) comments


Microgenesis is a solutions and system integrator company in the Philippines whose areas of expertise include data centers, networking and security products. In this video, Executive Director Jeffrey Choa talks to us about his customers needs and they benefit from using Huawei switches.
LRTV Huawei Video Resource Center
Network Solutions Help the Philippines Jump Ahead

9|17|14   |   2:59   |   (0) comments


In the past, the Philippines has under-invested in technology. Now, the CEO of Softshell talks about how Huawei products help the Philippines jump ahead as the economy improves.
LRTV Huawei Video Resource Center
VCS Observation for Safer Cities in the Netherlands

9|17|14   |   5:20   |   (0) comments


Holland's VCS Observation has been operating for 22 years. Its main goal is to get cities safer. CEO Wim van Deijzen tells us some of the challenges his company faces and how Huawei is helping to overcome these challenges.
LRTV Huawei Video Resource Center
A Conversation With Serbia's Ministry of Interior

9|17|14   |   4:38   |   (0) comments


At HCC 2014, the Assistant Minister of the Ministry of Interior of the Republic of Serbia talks to us about his projects and corporation with Huawei. Solutions like Safe City and E-Government and services like cloud computing are just some of the areas his department is interested in.
LRTV Huawei Video Resource Center
IHS Analyst Discusses eLTE at CCW 2014

9|10|14   |   7:09   |   (0) comments


Thomas Lynch, associate director of critical communications at IHS Technology, talks about broadband in critical communications.
LRTV Huawei Video Resource Center
TCAA on Huawei eLTE: A Broadband Solution for Mission-Critical Communications

9|10|14   |   2:29   |   (0) comments


At CCW2014 in Singapore, the TCCA's Phil Kidner talks about the importance of broadband data for critical communications.
LRTV Custom TV
Spotlight on Cisco: SDN for Optical Networks

9|8|14   |   9:27   |   (0) comments


Cisco's Greg Nehib talks OpenFlow and more on the 'Software-Defined Networking for Optical Networks' panel at the Big Telecom Event in June 2014.
LRTV Custom TV
Cisco's Evolved Programmable Network (EPN)

9|8|14   |   4:05   |   (0) comments


A look at the various demos Cisco showed at Light Reading's Big Telecom Event highlighting Cisco's EPN innovation and how SDN and NFV technologies are enabling a variety of new services.
LRTV Huawei Video Resource Center
The Future of Ultra-Broadband, With Kevin Kelly (UBBF2014)

9|5|14   |   1:13   |   (1) comment


If you think the technological changes we've seen up to now are astounding, just wait until you see what the future has in store. Discuss upcoming breakthroughs with Kevin Kelly, Founding Executive Editor of Wired Magazine, at the Huawei Ultra-Broadband Forum on September 24.
Upcoming Live Events!!
September 23, 2014, Denver, CO
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
A survey conducted by Vasona Networks suggests that 72% of mobile users expect good performance all the time, and they'll blame the network operator when it's not up to par.
Today's Cartoon
Vacation Special Caption Competition Click Here
Latest Comment
Hot Topics
AT&T: We'll Bundle Fixed Wireless & DirecTV
Mari Silbey, Independent Technology Editor, 9/15/2014
New NFV Forum Focused on Interoperability
Carol Wilson, Editor-at-large, 9/16/2014
NFV & The Data Center: Top 10 Takeaways
Sarah Reedy, Senior Editor, 9/18/2014
Connecticut Cities Crowdsource Gigabit Nets
Jason Meyers, Senior Editor, Utility Communications/IoT, 9/15/2014
Pics: LR's Women in Telecom Breakfast
Sarah Reedy, Senior Editor, 9/16/2014
Like Us on Facebook
Twitter Feed