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Cable Technology Feature Article

November 17, 2009

Cox, NBC Universal Test Ads in On-demand Programming

By Paula Bernier, Executive Editor, IP Communications Magazines

The advertising services division of Cox Communications Inc. and NBC Universal are doing what they call a dynamic advertising trial to get a handle on the value of inserting different advertisements into the same On DEMAND programs.
Cox Media and NBC Universal (News - Alert) are working with a large advertiser on the trial, which involves putting ads into NBC’s The Office and USA Network’s Monk shows, both of which are available via Cox (News - Alert) MyPrimetime on-demand service.
Says David Porter, vice president of advertising product development at Cox Media: “The addition of dynamic ad replacement and impression reporting gives Cox MyPrimetime the richest available feature set for supporting advertising in VOD.”
This new trial, taking place in Phoenix, follows a successful Cox technology trial earlier this year in Kansas that tested dynamic ad insertion with Cox-owned Travel Channel On DEMAND content, according to the company.

Edited by Michael Dinan