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How Ad Insertion Works At The MSO Level For Local Advertising On Digital Cable

Some of our readers had shared questions regarding the delivery of advertising at a city level on Digital Cable in India (read our post on VuBites and Amagi for more details, here). Following up with his earlier comments, Tushar Vyas, Director & CMO at SureWaves, which is also in the same space, has this to say:

The local advertisement is being served by the broadcast channel, or in partnership with broadcast channels.

On Conflict With National Level Ads

Typically, a broadcast channel will keep a provision for Spot TV slots in their schedule or replace Program Promos (house ads). This way, the advertisement placed by an agency at a national level doesn’t get affected by local advertising.

On How Ad Insertion Takes Place

The local advertisement insertion at MSO (Multi Service Operator) or distribution point is control based, on a central trigger provided by the Broadcast channel. The edge device at MSO acts based on the central trigger, and inserts the local advertisement. SureWaves has the SureWaves Media Grid – an integrated Ad Aggregation, Content Delivery, Network Management, Media Planning & Reporting Platform for multiple forms of digital media, and edge devices behave based on rules set by user at the Media Grid.

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The edge device switches back to Broadcast feed based on next trigger or once predefined local advertisement has been played out. A good system will do almost frame-accurate & seamless insertion of local content.


Updated: On VuBites, Rediff CMD Ajit Balakrishnan’s New Cross-Media Ad Venture

Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



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