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Sunflower inserts MTV VOD ad campaign

Wed, 09/06/2006 - 9:13am
Jeff Baumgartner, CED

Sunflower Broadband is continuing its trend-setting ways by supporting a new advertising campaign from MTV Networks that will dynamically insert national spots into on-demand programming.

Sunflower, an operator based in Lawrence, Kan., is starting to place ads into some on-demand programming this week. The first campaign, created and managed by an agency called Mediaedge:cia, will promote the theatrical release of jackass number two from Paramount Pictures and MTV Films. Ads for the flick, which premieres Sept. 22, will be inserted into VOD titles from Comedy Central when the viewer makes the selection with the remote.

On the technical end, the system is powered by SeaChange International's AdPulse ad insertion platform, which handles ads independently of the shows in which they will run. Also contributing is a "Media Console" from Atlas On Demand, a company that last year announced plans to apply its Internet advertising pedigree to the VOD arena.

Sunflower, which has about 30,000 subscribers, has already been offering dynamic ad insertion for local clients for several months, to an "overwhelming" response, according to General Manager Patrick Knorr.

By extending this to a national level, Sunflower aims to unlock more value from on-demand advertising and to advance the VOD business model.

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