FORT LAUDERDALE — When many vendors think about the emerging technology “dynamic ad insertion” (DAI), they think about ads inserted, on the fly, in to live programming playing out through digital media.
But what’s dynamic can also me added to what is static. New York cable operator Cablevision is eyeing up the application of dynamic ads to shows recorded via customers’ set-top boxes.
“What I get really excited about is also our DVR,” COO Kristin Dolan tells Beet.TV in this video interview. “The cloud storage DVR works exactly the same way as VOD does. It’s stored, and DAI works on DVR content as well.”
Cablevision’s cloud-based DVR was upgraded last April to support recording of up to 15 channels simultaneously. That’s because content isn’t recorded to a local disc at all, but to Cablevision’s own servers in the sky. That could be the perfect opportunity to serve up regular dynamically-inserted ads.
“We do 30 million hours a month of DVR recording for our customers,” Dolan adds. “(We can) present to an advertiser the opportunity to refresh that ad.
“It just opens up even more inventory and more opportunities for partners, particularly programming partners, but also other advertisers to refresh their media and refresh their advertising and retarget a customer in a very unique way. So, it almost feels like the amount of inventory we have with DAI becomes almost infinite, so that’s truly exciting.”
She was interviewed for Beet.TV by Tim Hanlon.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
