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Cable Technology Feature Article

July 27, 2011

Comcast and NBCUniversal Enter into Partnership Relation

By Deepika Mala, TMCnet Contributor

Comcast (News - Alert) and NBCUniversal have announced a partnership to use dynamic ad insertion for On Demand programming.

Dynamic ad insertion is a service that allows for advertisements to be easily changed at any time. This service has begun rolling out in several Comcast markets. Chrysler and Kraft are the premiere advertisers.

Content from USA Network, E!, Syfy, Bravo Media and Oxygen Media that airs On Demand on Comcast Cable systems will initially focus on advertisements that run prior to and after a show and will include dynamic ad insertion for advertisements throughout the show later this year.

In the coming months, content from additional NBCUniversal networks is expected to be added to the service.

“On Demand programming is a key way to reach today’s consumers and an important part of an advertiser’s marketing mix,” said Ed Swindler, EVP and Chief Operating Officer, NBCUniversal Advertising Sales, in a press release. “This capability helps make the service more advertiser-friendly, giving clients greater flexibility to ensure their ads remain timely and relevant.”

“With more than 20 billion views On Demand since we launched the service in 2003, and an average of 350 million views per month, the service is a proven platform to reach consumers,” said Marcien Jenckes, SVP and General Manager of Video Services, Comcast.

Dynamic ad insertion will help create more value for advertisers, content owners and Comcast, and will allow the company to further monetize the VOD platform while presenting more relevant advertising to its customers. It will also offer clients the opportunity to reach a highly engaged audience.

In coordination with Canoe Ventures, Comcast will make this capability available to other programming networks on its systems.

Comcast Spotlight, which is the advertising sales division of Comcast Cable, is bringing dynamic ad insertion to local advertising clients as well.

Some of the local advertisers utilizing the technology include South Florida McDonald’s, Richmond’s nTelos, Virginia Credit Union, NBC12/WBBT-TV and Batteries Plus.

In related news, HBO and Comcast are proud to announce the return of a favorite Washington summertime tradition, Screen on the Green.

Deepika Mala is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Rich Steeves