@ VOD Summit: Ad Insertion is Key

(by Dorian Benkoil) There was a lot of talk at the Kagan summit about ad insertion but no real resolution. Do users want 5-second pre-stream ads? Will they tolerate more than a minute? Chris Pizzurro of Turner Broadcasting System told me he’s now running a 13-second ad from Xerox (rather than a round number like 10 or 15 seconds) because that’s “how the creative works out.” He wondered aloud, though, whether future ad serving systems would be able to handle different length ads from different advertisers for the same content, with ads inserted dynamically for different regions or different MSOs. Could you, for example, insert a 13-second ad inside a program for Comcast VOD, but have it be a 29-second ad in the same spot on Adelphia’s system with users of the two systems being none the wiser?

Here’s a decent article on the concept of ad insertion. It focusses on audio, but the ideas hold for video as well.
Kagan senior analyst Derek Baine asked if different demographic groups, ages, etc., had a higher tolerance for ads and the consensus was: No one knows.

The Kagan VOD Summit coverage is sponsored by Maven Networks’ IP VOD Delivery Platform

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