One of the more exciting technological developments for downloadable media is the use of systems to either dynamically insert or assemble content inside of primary content that has already been published.  Many of ADM’s corporate members offer a version of this technology, and many of our publisher members (including me) use insertion within their own networks.  

Usually this is called advertising insertion, because the primary intended use is to embed advertising campaigns within network content, so as to optimize monetization.  This has many benefits, including the ability to assemble and dis-assemble campaigns without laborious and expensive editing.  This post is not about the merits and distinctions between available insertion technologies; while many providers go about this process differently, the end result is generally the same:  ads are placed and at end of campaign they are taken out of future downloads.

As you might imagine,  we tend to use the metaphors associated with advertising to describe the system. For example, you click the “advertising” section of a web-service, run a “campaign,” select an “advertiser,” upload then schedule an “ad.” All this makes perfect sense if you use the service to execute ads within your network.

But we have realized that as with most descriptions, they have their limits, and many customers use the insertion system for reasons that extend far beyond advertising. While the language we use to describe the service might not jibe with these uses, they are both possible and very effective. Here are a few examples of uses that publishers have employed:

“Bumper” Insertion
Audio and video episodes often include bumpers at the front and back of shows. They are standard introductions and ending segments that signal the beginning or end of an episode. They tend to be consistent across all episodes. Organizations are using the insertion feature to publish these bumpers automatically. Why? It allows an organization to switch out bumpers at any point in time, without the hassle of re-editing legacy content. So if your content is “evergreen,” or relevant to the audience regardless of it’s age, you can freshen-up old content to feel current and lively.

Special Messaging
Not all organizations can or want to advertise within their network. Perhaps you are a non-profit organization with commercial limitations, or an educational system. You still could use the insertion technology for valuable, cross-network communication. Imagine having the power to alert your audience on any key points. Within a short period of time you can run a campaign to infuse your content with important information, regardless of whether your audience is accessing episodes that are current or in your archives.

Alerts
The quickest way to get an urgent message to your audience is by placing it in locations they are sure not to miss. You can run limited duration special alerts that are embedded in downloaded content. When you feel you have adequate coverage, just close-out the campaign, and no further messages will insert.

These are just a few examples of alternative insertion use cases.  Do you have more to share?  Comment here.