In another sign that programming rights are finally catching up with the enabling technology, Comcast announced Tuesday that it's adding new content from Turner Broadcasting to its Xfinity On Demand library.
The deal includes current and past seasons of popular shows from the major Turner Broadcasting System Inc. networks, including TBS, TNT, Adult Swim, CNN, CartoonNetwork, and truTV. New episodes of shows such as Falling Skies, Adventure Time, and Mike Tyson Mysteries will begin appearing this summer on VoD a day after they first air.
Comcast Corp. (Nasdaq: CMCSA, CMCSK) also said that it will offer dynamic ad insertion (DAI) for the new Turner TV shows across multiple platforms, including Xfinity VoD, and TV Everywhere applications from both companies. The new dynamic ad inventory will be available to advertisers in time for the 2014-15 upfront season.
DAI technology has gained significant momentum over the last year. Chris Pizzurro, head of product, sales, and marketing for Canoe Ventures LLC , recently cited figures showing that cable operators have already inserted 1.7 billion ads in VoD content this year, with an average of 179 DAI campaigns executed every week. Heavy Reading has also predicted that DAI will be in more than 40 million North American homes by the end of this year. (See Ad Industry Eyes Shift From Ratings to Impressions.)
Comcast has partnered at different times with BlackArrow Inc. and This Technology LLC for DAI. For IP-based DAI, Comcast signed a multi-year deal with This Technology last December to target ad delivery in both linear and on-demand programming. (See MSOs Eye Ads for Multiscreen .)
— Mari Silbey, special to Light Reading