Jackass 2 Movie breaks new ground for advertisers.

You know the jerks who put together Jackass, CKY and Viva L Bam are always going to push the envelope as much as possible in search of killer footage of foolery. You may have not realised it's also one of the first movies scheduled for theatrical release that allows for dynamic inseration of advertisments. Yeah! pretty wild, huh? read all about it.

Dynamic Backing for 'jackass’ Movie
Studio Makes Use Of On-Demand Insertion Tools
By Linda Haugsted 9/11/2006

However it performs theatrically, jackass number two will earn a mention in cable’s history books as one of the first national products to promote itself with ads inserted on the fly into on-demand programming. Viewers of comedy programming on demand by Sunflower Broadband of Lawrence, Kan., will see ads for the Paramount Pictures release. The studio and its agency, Mediaedge:cia, which designed the campaign, control the ad content, which is inserted as users select content via the platform.

The studio will be able to change the on-demand spots, offering pre-release movie promotion then changing the message as the movie is available in theaters. Sunflower has been dynamically inserting local ads into its VOD content, using equipment from SeaChange International Inc. (AdPulse On Demand Advertising System) and Atlas Solutions (On-Demand Media Console).

On-demand video typically contains ads that appear throughout the run of a specific program. The technology used in the 30,000-subscriber Kansas system allows the ad agency to handle media planning, creative management and campaign tracking remotely, and to change ads on the fly. The ads will appear in Comedy Central on-demand programs, including two episodes of South Park, one episode of Mind of Mencia, stand-up performances from Premium Blend and a stand-up comedy concert featuring Louis C.K.

“In general, MTV Networks thinks it’s a great deal. [We] want dynamic ad insertion as a standard,” said Caroline Everson, senior vice president of ad sales strategy and business development for MTV Networks. “We’re bullish” on the Lawrence test, she said. “We think the whole industry needs to be going in this direction.” The Sunflower Broadband ads will include some 15-second and 30-second pre-rolls. Other ad units will be placements on the larger screen, around the streaming content, that will make the appearance different from TV and more like a Web experience.

With the technology, the partners will be able to monitor which ads are viewed or skipped, and can replace ads that aren’t working, Everson said. She declined to discuss the revenue split on the ad deal. Terri Swartz, director of advanced advertising for SeaChange, said cable operators, content providers and ad agencies have yet to hash out the thorniest question about ads on demand: how the advertising should ultimately look.

In linear TV, there are eight minutes of commercials per half-hour. The network sells six minutes; the local operator or station retains two. But it’s still uncertain whether consumers will exploit video on demand if it carries the same ad tonnage as traditional TV, Swartz noted. Ad agencies have embraced web advertising because it’s more measurable and targetable. With static ads, cable has not been able to blunt that argument, he said.

Ad buyers also are reluctant to have to cut deals on an operator-by-operator or system-by-system basis. No one has created the ultimate business model for determining who owns the on-demand ads to sell, Swartz added. “There are a whole number of moving things” that need to be resolved before there is widespread national advertising on VOD, “and the cats are still unherded.”

Swartz differed with Everson in one respect: “This is not a test,” she said. “This is the real deal.” She would not detail subsequent campaigns, but added, “I’d be astonished if more [national advertisers] don’t step up.” Everson said MTV Networks would wait until the movie advertising has been completed, regroup, and then see about going to the broader marketplace. But the company has already received great feedback from ad buyers she said.