Cablevision, Comcast and others see dollar signs in advanced advertising

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. 

FREE DAILY NEWSLETTER

Like this story? Subscribe to FierceTelecom!

The Telecom industry is an ever-changing world where big ideas come along daily. Our subscribers rely on FierceTelecom as their must-read source for the latest news, analysis and data on the intersection of telecom and media. Sign up today to get telecom news and updates delivered to your inbox and read on the go.

Suggested Articles

Alkira announced that it's expanding the functionality of its Cloud Services Exchange (CSX) to provide a full, global network backbone on demand.

In the face of Covid-19, global tariffs and trade restrictions, AT&T's supply chain has weathered the storm over the past several years.

Hewlett Packard Enterprise is the latest high-profile tech company to exit the Silicon Valley area for greener pastures elsewhere.