JULY 29, 2011 | Jeff Baumgartner
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.
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