Charter, C-COR Launch Dynamic On Demand Advertising Trial

In what is being billed as the largest trial of its kind, Charter Communications has teamed up with C-COR to dynamically insert video ads into its free VOD offering in Charter’s St. Louis market. The trial is a collaborative effort integrating C-COR’s nABLE˙On Demand Ad Insertion solution with Atlas On Demand’s automated campaign management, ad decision logic optimization and reporting tools, TVN’s ad distribution system, and content from Hollywood.com and Vehix to bring to market a complete real-time On Demand advertising solution from the ad agency desktop to the video-on-demand (VOD) system. The trial includes national clients from OgilvyInteractive and Mediaedge:cia. "For On Demand to grow and attract premium programming it needs to be an ad-supported model," said Todd Stewart, corporate vice president, National Advertising Sales and Development of Charter Media, the advertising sales division of Charter Communications, Inc. "The ability to dynamically track and measure On Demand ads will attract more advertisers to On Demand and generate new revenue opportunities for operators.  C-COR’s strong track record of success with Charter and unique ability to deliver both video and advertising was a critical component in selecting C-COR for the industry’s first dynamic major market On Demand advertising trial." "Dynamic On Demand advertising is a best of both worlds solution as it puts the viewer in control of television while giving the advertiser maximum control over the placement of creative content," said Joe Matarese, senior vice president of Advanced Global Technology, C-COR. "Charter continues to take a leadership role in implementing advanced forms of advertising, most recently with the successful testing of telescoping and now the next level of interactive advertising with the launch of dynamic On Demand advertising."
C-COR currently powers both Charter’s On Demand and digital ad insertion management systems in St. Louis. The company’s single server platform is the only server on the market able to support VOD and both linear and dynamic advertising. C-COR’s nABLE On Demand Ad Insertion solution is the combination of the company’s advertising and On Demand products. The integrated dynamic On Demand advertising launch with Charter in St. Louis will update the ad content dynamically and provide ad viewing data that allows advertisers to understand exactly how the ad was viewed on a daily basis.