Dynamic Ad Insertion - Webcast

Comcast Spotlight Take Five

We hope you had a chance to attend our Take Five for Your Future webcast, “Dynamic Ad Insertion: Unlocking the Value of Video On Demand, which took place on June 6th. If you did, we welcome your thoughts in the comments below and if you didn’t, you can view the complete webcast here.

A panel of experts shared their thoughts on how agencies and content providers believe dynamic ad insertion will open new opportunities for advertisers during this live, interactive webcast.

Rob Klippel, VP, New Products & Operations at Comcast Spotlight, kicked off the discussion by explaining what Dynamic Ad Insertion (DAI) is and how it enhances video on demand (VOD) by allowing ads to be dynamically inserted into a VOD program at the beginning and the end of program segments. These ads can be targeted by day-part, genre and rating. He also told attendees that by Q3 of this year, it will be deployed in 100% of Comcast VOD homes. Rob went on to share VOD usage statistics and trends and finished his portion of the webcast by highlighting some of the findings from the Advanced Advertising Media Project. For all the facts and figures on VOD and time-shifting that Rob went over, you can download the full slide deck here. Later in the presentation, Rob shared his thoughts on the similarities between the online ad model and DAI on VOD.

Next up, Chad Urice, Managing Director at Media Storm, spoke to attendees from an agency perspective about how DAI impacts the media buying process and how advertisers are reacting to this new advertising opportunity.

Rick Mandler, VP, New Media Sales at ABC Television Networks, shared his perspective on VOD from the network side and how VOD impressions are more valuable than impressions in linear programming. Later in the presentation, he shared his thoughts on how networks can benefit from making content available for DAI.

Offering up another network perspective was Chris Falkner, VP, Advanced Advertising Technology & Operations at NBC Universal, who discussed how DAI changes the way VOD ad impressions are measured and how DAI can open the door to new advertisers.

Rounding out the panel was Nick Troiano, President at BlackArrow, the company behind the advanced advertising technology and part of the industry-wide in initiative known as the Advanced Advertising Media Project (AAMP). While Rob Klippel shared some brief details from this study, Nick took attendees through a deeper dive of the Project, going over the four key findings, which included:

1. Consumers accept advertising on VOD; its presence on VOD is neither a surprise nor a barrier to their viewing experience

2. Ad load on VOD does not affect key measures, such as viewer enjoyment of the show, engagement with advertising, brand recall, interest and purchase intent

3. VOD is fundamentally a TV experience, but with heightened attention and engagement compared to linear TV

4. VOD creates opportunities for different ad formats. Consumers respond positively to longer-form, branded content that recognize their heightened level of attention

Since this was an interactive webcast, attendees had the opportunity to ask our speakers more questions about DAI including how it can be bought, fast forwarding’s impact, measurement, etc. To hear our speakers’ answers to these questions and all of our panelists’ insight on DAI, listen to the webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive