Digital ad insertion blooms in
Orange County
By SUSAN RUSH
From CED Broadband Direct, August 15, 2002
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.
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