Cable / Telecom News

Charter testing VOD dynamic ad insertion


ST. LOUIS – The fourth-largest cable operator in the U.S., Charter Communications, launched an experiment last week that dynamically rotates ads into video on demand content. In the trial, ads are inserted into the VOD feeds as they are ordered by customers, meaning it's basically a one-to-one communication. The St. Louis test (a 250,000-subscriber system) is also providing ad viewing data that allows advertisers to understand exactly how ads are viewed on a daily basis. In the U.S., MSOs are hoping to be able to add a revenue stream to "free VOD" to make it ad-supported and dynamic ad insertion...