Kansas cable TV operator Sunflower Broadband and MTV Networks have launched a project to dynamically insert national advertisements into on-demand cable TV.
Last month, Sunflower began dynamically placing ads into MTV Networks on-demand programming. Using integrated on-demand and advertising technologies from SeaChange International and Atlas On Demand, Sunflower’s VOD system can splice fresh ads into on-demand content on the fly.
An Atlas Media Console at ad agency Mediaedge:cia enables media planning, creative management and campaign tracking, as well as remote monitoring of ad performance. Currently, most VOD advertising is tied to a specific piece of content for its entire run, which requires advertisers to submit generic copy that can run for several weeks. The SeaChange AdPulse VOD advertising platform, however, handles ads independently of the shows in which they will run. It also enables ad rotation, targeting and message refresh during a campaign.
Sunflower Broadband serves approximately 30,000 subscribers in and around Lawrence/Kansas City, KS. Its on-demand service — live since early 2005 — includes ad-supported network programs as well as local sports, news, lifestyle shows and college games produced by Sunflower.
For more information, visit www.schange.com.
