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.