SeaChange International Inc. announced that it began shipping its dynamic-ad-insertion “AdPulse On Demand Advertising System,” which will allow cable operators to insert ads into video-on-demand programming.
Today, most ads in VOD programs have been inserted four or more weeks before they hit the server, causing many to be out of date. Dynamic ad insertion will allow cable operators to insert ads on a weekly or daily basis.
“With AdPulse, operators have an offering that, for the first time, can compete against technologies like broadband video to give advertisers the greatest impact and maximum value from their nonlinear ad spending,” SeaChange director of advance advertising Terri Swartz said in a prepared statement.
With AdPulse, ads are inserted as video streams and streamed out of the server, with the ads themselves treated like programming assets, like any piece of VOD programming.
The software also allows MSOs to match ads with viewer demographics and to measure the performance of ads.