Digital ad insertion blooms in Orange County
Cox Communications Inc. has peeled back the barriers and opened its digital channels to local advertisers in Orange County, Calif.
Cox can insert local advertising into as many as six digital channels using the ANSI/SCTE 35 2001 cueing standard for digital ad insertion developed by the Society of Cable Telecommunications Engineers.
The ANSI/SCTE 35 2001 standard defines cue messages that notify insertion systems of where and how to insert digital advertising without analog cue detection equipment. The system enables operators to conduct both analog and digital ad insertion from the same server.
For the Orange County deployment, Cox is using Terayon Communications Systems Inc.'s CherryPicker 7000 Ad Splicer and SeaChange International Inc.'s Transport Streams Insertion System. "Many of our digital tier channels appeal to a specific viewing audience, (the system allows) for more targeted advertising by our local advertisers," said Billy Farina, Cox's vice president of advertising sales.
This is not the first time Cox has dabbled in digital ad insertion. The MSO has been testing a hybrid system in Phoenix, but unlike the Orange County deployment, it uses analog cue tones to trigger the ad insertions. Cox intends to expand the local-ad insertion system to eight markets by the end of the year.
Earlier this month nCUBE teamed with Lifetime Movie Network to deploy a digital program insertion system.