FEARnet rolls out dynamic advertising on Comcast

Michelle Clancy | 26-09-2012

Niche online video and video-on-demand (VOD) site FEARnet, which focuses on--surprise!--horror, suspense and thriller programming, is embracing dynamic ad insertion. It's first cable parter is Comcast.

The U.S. network is offering the targeted ads for VOD content available through cable set top boxes. The first advertisers facing their fears, as it were, of taking the plunge are Volvo, Focus Features (for ParaNorman), Anchor Bay Entertainment (for The Walking Dead Season 2 DVD), Starz and Magnolia Pictures.

"One of the great things about dynamic ad insertion is that it gives us the ability to insert ads in a way that is similar to the process we use for linear TV," said Paul Brennan, senior vice president of ad sales for Sony Pictures Television, which handles ad sals for FEARnet. "We can be nimble when inserting advertising on VOD programming, and rapidly secure reporting metrics on the backend. This is a ground-breaking new approach to advertising, and...we are extremely pleased to be offering this service to our clients."

Since its launch, FEARnet has delivered more than 650 million VOD views. "As an industry leader, it was imperative that we be part of the pioneering efforts creating a brand new revenue stream, and launching a service on-demand that resonates with advertisers," said Ron Garfield, chief revenue officer at FEARnet.

Via Canoe Ventures software and services, FEARnet is launching dynamic ads first with Comcast's Xfinity On Demand. It's also conducting rollout tests with Time Warner Cable.

"As consumer behavior continues to shift towards on demand experiences, Canoe and many in the industry realise the significant opportunity for dynamic ad insertion on VOD," said Joel Hassell, CEO at Canoe Ventures. "We are pleased with the progress we have made on enhancing how on demand content is monetised to support programmers, and we're excited to be working with FEARnet on the execution of this gainful initiative across distributors."

FEARnet's content reaches 27 million homes wih VOD, and its linear TV network is growing quarterly; it is now in seven million U.S. households and is expected to reach more than 10 million by the end of the year.