Those who have been traveling the path of dynamic ad insertion for video-on-demand know all too well that it’s been a years-long journey full of stops and starts.
But as Canoe Ventures, the cross-MSO advanced advertising operation, continues to scale up its programming partners and its deployment base, it appears that it’s finally go time.
One programmer that has seen that progress first-hand is Scripps Networks Interactive, which is now inserting ads on the fly on VOD on set-tops for HGTV, DIY Network, Cooking Channel, and Travel Channel — basically every programmer in its stable, save for Great American Country.
Pulling everything together and smoothing out those operations has been a “real challenge,” Alex Beach, director of new media for Scripps Networks Interactive, said. Scripps launched its VOD content model about two years ago, and began to beta test dynamic ad insertion in the first quarter of last year. By the fourth quarter of 2013, 100% of Scripps’ long-form and short-form VOD content was DAI-enabled…
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