ACTON, MA – Rogers Communications has begun using a system from SeaChange to dynamically insert advertisements into its on-demand program streams during mid-roll breaks.
The American software company said Tuesday that dynamic mid-roll insertion of ads and pre-roll insertion of content promotions, triggered by SCTE 130 cues, began last month. Dynamic insertion will be implemented across Rogers’ cable markets later this year.
As one of the systems integrators supporting Rogers, SeaChange added its advertising decision manager to Rogers’ multi-vendor environment, which is based on SeaChange’s open video back office and video servers. The open advertising decision manager brokers ad placement requests from the back office to the advertising decision system (ADS), instructs the video servers on which playlist to use, and then reports all of the playout data to the ADS for traffic and billing.
“The ability to do advertising and promotions is vital for increasing customer satisfaction and driving more content into on-demand services, and also helping content owners to capitalize on their commitment to non-linear delivery”, said Aseem Bakshi, GM of advertising for SeaChange, in the announcement. “Rogers demonstrates the advantages of running an open video environment to enable multi-vendor collaboration and new opportunities like dynamic ad delivery.”
