Ops Look to "Playlists" To Unlock Ad Potential.(cable television operators)
Multichannel News, February, 2007 by Spangler, Todd
By Todd Spangler Dynamic Insertion in Early Stages Despite High Advertiser Demand To Paul Woidke, vice president of technology for the Comcast Spotlight advertising unit, the way ads are packaged with free on-demand content today is like stitching together two sheets of metal with steel thread.
The two elements are inextricably fused together: "That ad has to stay with that content for the rest of its life," he said. Want to place a new ad? That whole stitching process has to be repeated. Today it takes at least two weeks, and sometimes as long as six, from the time an ad is sold to when it shows up in a subscriber's home. "There's money changing hands in VOD advertising. If you've seen free on-demand, you've seen ads," said Braxton...
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