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Andrea Figler with Shirley Brady
Time Warner Cable plans to launch digital advertising insertion on ten networks ? including TechTV, Fox Sports World Español, SoapNet, International Channel, Toon Disney, Lifetime Movie Network, ESPN Classic and ESPN News ? in about a dozen markets by year-end if all tests go well, according to cable execs who requested anonymity. One exec suggested digital insertion could launch in New York in July.
TWC could not be reached for comment at press time.
Time Warner has been testing digital ad insertion in San Antonio and Houston as well as digital ad equipment from SeaChange International and nCube in New York and Charlotte.
ESPN News and ESPN Classic could provide good niche targeting, says Chris Caldwell, a VP at BrivicBriggs Media Inc. in Houston. In San Antonio, TWC's account executives will sell sponsorships on the digital networks by giving one client control of one spot per hour, Caldwell says. ?I could own that network for a relatively low out-of-pocket [cost],? he says. Caldwell says he was told the new package would be running within weeks there.
Ultimately, the cable operator seeks networks that embed digital triggers, or cues via DVS-253, for its digital ad insertion package, says Jeff Siegel, ESPN's VP of affiliate advertising sales and marketing. ?They told us they are getting a consistent package together across the country.?
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