One of the more interesting segments to emerge in recent times, albeit it is still early days for this digital business: Surewaves, a company also in out-of-home advertising, has inked its first partnership for providing advertising on digital cable networks, with Asianet Satellite Communications, a cable TV and Internet service provider in Kerala. Surewaves Spot TV will provide its advertising and local content management solution to Asianet, and act as sales partner for advertising on its channels, for markets outside Kerala.

So Surewaves is going to try to get national level advertisers to advertise on the six local channels from Asianet Cable Vision, targeting a local viewership on the cable network; in contrast, other players in this space offer local level advertising on national channels; for example, Amagi has tie-ups in Ahmedabad, Hyderabad and Bangalore, covering Star News, and Aaj Tak and Headlines Today.

How It Works: given that the channel delivery is digital, the remnant (unutilized) or house (program) advertising can be replaced with region specific (local or national) targeting a regional geographical area, at an Multi-system-operator (MSO) level. The ads are inserted on the basis of central triggers, and offer advertisers better targeting. At present, local (city level) advertising is restricted largely to newspapers, radio, and when it comes to cable operator channels, it is often hyperlocal. There are issues of quality of delivery, and transparency in reporting with, with proof of play to advertisers, which companies like Surewaves, Amagi and Vubites, will need to address.

How Ad Insertion Works At The MSO Level For Local Advertising On Digital Cable
On VuBites, Rediff CMD Ajit Balakrishnan’s New Cross-Media Ad Venture