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Cable Technology Feature Article

June 15, 2011

Comcast Spotlight Utilizes Ensequence iTV Manager Service Provider Edition

By Jyothi Shanbhag, TMCnet Contributor

Comcast Spotlight, the advertising sales division of Comcast Cable licensing Ensequence (News - Alert) iTV Manager Service Provider Edition to go on with the debut of EBIF-enabled local interactive TV advertising.

With the new Ensequence iTV Manager Service Provider Edition, Comcast (News - Alert) can do template creation and re-versioning, to scheduling and playout.

Moreover, with the iTV Manager Interactive Platform, iTV application graphics, behavior, layouts and messaging can be quickly and easily customized based on each advertiser's requirements and response goals -- without the need to re-certify the application. Each application can be distinctly branded, reflecting an advertiser's unique branding and messaging. Its flexible platform helps delivering immersive and response-ready advertising.

Steve Feingold, Comcast Spotlight's Senior Vice President of Operations and Strategic Planning said that they have had great success rolling out iTV advertising over the past two years and with hundreds of campaigns and more than 1.5 million interactions so far, it's been a hit with both clients and customers.

"The flexibility and ease in scaling that the Ensequence solution offers will be an important part of the next phase of our interactive advertising rollout, and we're looking forward to working with the Ensequence team," Feingold added.

The new licensing will enable Comcast Spotlight's iTV advertising solutions to efficiently segment audiences with the ability to engage with viewers through interactive overlays.

Peter Low, Ensequence President and CEO said that Comcast Spotlight has been a leader in the introduction of local interactive TV advertising, enhancing viewers' experiences and making it easier for advertisers to make television an even more powerful marketing platform. iTV Manager's functionality will bring added value to advertisers using the iTV platform.

The interactive TV company Ensequence, enables programmers, service providers, and advertisers to create and deploy a high volume of uniquely branded interactive television experiences that increase programming ratings, advertising effectiveness and merchandise sales.

Jyothi Shanbhag is a contributing editor for TMCnet. To read more of Jyothi's articles, please visit her columnist page.

Edited by Rich Steeves