MTVN, Sunflower Grow VOD Ads
By Linda Haugsted -- Multichannel News, 9/6/2006 12:14:00 PM
Video-on-demand-based advertising will bloom Wednesday in Kansas as operator Sunflower Broadband expands its current local advertising on the platform with the addition of a national client, Paramount Pictures.
In partnership with MTV Networks, Sunflower will insert ads into Comedy Central content when it is ordered by VOD consumers. Subscribers will see an ad for upcoming Paramount/MTV Films release Jackass: Number Two.
Hardware from SeaChange International (VOD System and AdPulse On Demand Advertising System) and Atlas On Demand's Media Console are in use in the system. Those tools will enable the operator to splice fresh ads into the VOD stream on the fly.
The system will be able to collect viewing data and analyze the effectiveness of each ad based on the requirements of the American Association of Advertising Agencies.
Sunflower has offered VOD advertising to local clients for a few months, and the response has been overwhelming, according to a prepared statement from the system's general manager, Patrick Knorr.
MTVN was attracted to the campaign due to its focus on expanding cable-operator partnerships and superserving its core viewing audience, added Denise Dahldorf, senior vice president of ad-sales strategy and business development.
Sunflower serves 30,000 homes in and around Lawrence, Kan. The test will allow the operator to gauge viewership and adjust the ad message as the film is released and in the days after it hits theaters.
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