Bresnan Communications has announced the start of an advertising trial using new technology to dynamically insert advertisements into video-on-demand (VOD) programming.

Traditionally, advertising within VOD content has had limited effectiveness due to the static nature of the ads being encoded into the VOD stream. By contrast, dynamic ad insertion (DAI) enables advertisements to be selected in real time, based on variable factors, such as context, content, location and time of day.

Bresnan has launched a DAI trial in the Montana markets of Billings, Bozeman, Helena and Missoula using standards-based technologies that allow it to manage and deliver timely advertiser messages to VOD viewers.

As part of the trial, Bresnan has integrated the capabilities of three cable technology innovators: ARRIS; Avail-TVN; and BlackArrow.

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