Cox and NBC Universal Conduct Dynamic Ad Trial for On DEMAND Programs
ATLANTA and NEW YORK, Nov. 17 /PRNewswire/ — Cox Media, the advertising services division of Cox Communications, Inc., and NBC Universal announced today that they recently launched a dynamic advertising trial. The trial is designed to test the value of inserting different advertisements into the same On DEMAND programs, allowing viewers to experience relevant ads regardless of when they watch.
Cox Media and NBC Universal are working closely with a large advertiser and the trial includes dynamic ad insertion on two leading NBC Universal programs: NBC‘s The Office and USA Network‘s Monk. Both series are available through Cox MyPrimetimeÂ®, the category in Cox’s On DEMAND menu that provides access to hit network shows starting the day after they air. During the trial, up to four ads and/or promos in both programs are refreshed several times per week, including ads at the beginning of the program as well as ads within the program, known as interior breaks.
“Cox’s extensive MyPrimetime and On DEMAND libraries allow viewers to watch the very best TV programs after original air dates at their convenience,” said David Porter, vice president of advertising product development, Cox Media. “The addition of dynamic ad replacement and impression reporting gives Cox MyPrimetime the richest available feature set for supporting advertising in VOD.”
Cox and NBC Universal have launched the trial in Phoenix, Ariz., one of Cox’s largest markets. This follows a successful Cox technology trial earlier this year in Kansas that tested dynamic ad insertion with Cox-owned Travel Channel On DEMAND content.
“Delivering top-rated NBC Universal television programs over multiple platforms is a win for everyone,” said Bradley Fleisher, senior vice president, TV Networks Distribution, NBC Universal. “Being able to effectively monetize On Demand content through collaboration with cable operators, programmers and advertisers makes that possible.”
In addition to demonstrating the value of dynamic ads in On DEMAND programs, the trial is designed to explore the division of responsibilities, operational hand-offs and processes necessary to enable successful dynamic ad insertion. SCTE (Society of Cable Telecommunications Engineers) standards for dynamic ad insertion were recently established and vendors have started delivering to those standards. The Cox/NBCU trial combines standards from both the broadcast and cable industries into a coordinated workflow. For the trial Avail-TVN, SeaChange International, and Texscan NT collaborated to support the end-to-end workflow required for dynamic ad insertion.
“The capabilities for dynamic ad insertion have been proven and there is significant value for the entire cable and advertising ecosystem, something we expect to confirm during the current trial with NBC Universal,” said Porter. “Precise reporting metrics and the flexibility of dynamic ads make Cox MyPrimetime a powerful platform for our broadcast network partners to distribute their highest value programming.”
About TV Networks Distribution, NBC Universal
TV Networks Distribution, a division of NBC Universal, drives the distribution, marketing and local ad sales for the company’s top-rated content portfolio to all multichannel video programming distributors (MVPDs), and includes USA Network, CNBC, Syfy, MSNBC, Bravo, Oxygen, mun2, CNBC World, Chiller, Sleuth, Universal HD and HD simulcasts. A key revenue-generator, the division oversees: distribution of the Olympics on cable; retransmission consent for NBC and Telemundo owned stations; and NBC Universal’s content delivery on broadband, linear and set-top box platforms with services that include video-on-demand, pay-per-view and set-top box interactive features.
About Cox Media
Cox Media, a wholly owned subsidiary of Cox Communications Inc., offers national and local cable advertising solutions in 23 markets across the United States. Products include 30-second commercials on over 75 national cable networks, local news and sports channels; Video On DEMAND; interactive overlays; and GoScout HOMES, a real estate product combining on-air and on-line advertising opportunities. The first to commercially deploy digital program insertion and on-demand advertising, Cox Media uses advanced research and media planning, customized promotions, and state of the art commercial production to help businesses connect with their audiences. From broad reach on highly rated programs to laser-sharp targeting of specific audiences, Cox Media provides more choice, better value, and smarter advertising solutions to its clients.
About Cox Communications
Cox Communications is a multi-service broadband communications and entertainment company with more than 6.2 million total residential and commercial customers. The third-largest cable television company in the United States, Cox offers an array of advanced digital video, high-speed Internet and telephony services over its own nationwide IP network, as well as integrated wireless services. Cox Business is a full-service, facilities-based provider of communications solutions for commercial customers, providing high-speed Internet, voice and long distance services, as well as data and video transport services for small to large-sized businesses. Cox Media offers national and local cable advertising in traditional spot and new media formats, along with promotional opportunities and production services. Cox Communications wholly owns and operates the Travel Channel.
SOURCE Cox Communications