Traditional pay-TV service revenues may be declining, but Cablevision (NYSE: CVC) and Comcast (NASDAQ: CMCSA) are among operators that see potential dollars in using dynamic ad insertion and programmatic marketplace tools in their on-demand video offerings. FierceCable takes a look at this emerging opporrunity in its new report, From DAI to programmatic: Why advanced advertising is giving pay-TV operators a reason to stay in the video biz.
What's making these providers confident about this opportunity is that they can provide more granular measurement to national advertisers via set-tops attached to a user's TV set. Cablevision said that providing such information to advertisers is a growing part of its data business.
Despite the potential of advanced advertising schemes, it's still early in the game, with Cablevision reporting that third-quarter local advertising revenue was only $32 million, a figure far lower than the $1.44 billion in cable revenue, for example.
Check out FierceCable's special report.