Scripps Networks Interactive and others are starting to allow marketers to use "dynamic ad insertion" to target viewers of video-on-demand services, which "could make video-on-demand a much more appealing outlet for advertisers," write Amol Sharma and Suzanne Vranica. Scripps digital-ad sales chief Beth Lawrence says, "The biggest benefit is speed and efficiency, and it makes the advertiser happier. We look at it as a huge opportunity."

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