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Cable Technology Feature Article

October 15, 2009

SpotMixer Collaborates with Comcast Spotlight and Time Warner to Reduce Time and Cost of Creating TV Ads

By Nathesh, TMCnet Contributor

SpotMixer is reportedly working with Comcast (News - Alert) Spotlight and Time Warner Cable to generate more revenue from local businesses by bringing down the time and cost involved in making local ads.

SpotMixer is a Web-based video and TV advertising solution. Comcast Spotlight is the advertising sales division of Comcast Cable in California and Time Warner Cable offers Digital Cable TV, High-Speed Online and Digital Phone services across the nation.

According to a press release, small businesses can use SpotMixer to make and distribute their own professional-looking videos by using photo and video templates, along with marketing copy and voice-overs. Operators need not hire outside production facilities -- by using the SpotMixer service they can themselves close the ad sales process more quickly and generate additional revenue from new-to-TV local businesses that would otherwise not have the budget to advertise on local TV.

SpotMixer claims it helps small and medium businesses make agency-quality ads that are ready to run locally or nationally on cable or broadcast TV and successfully compete with bigger businesses and budgets at a fraction of the cost. SpotMixer says its solution offers several opportunities for in-house cable production departments and local ad sales teams to streamline the ad creation and sales processes.

In the release, Bill Glenn, senior production manager for Comcast Spotlight in San Francisco, said SpotMixer’s online video ad solution has proven to be an innovative and potent addition to the suite of advertising services offered by Comcast Spotlight in California. SpotMixer, he said, made them more agile in prospecting sales, creating TV spots and quickly tagging or versioning commercials. Comcast was able to respond to clients fast and more cost effectively giving them a powerful advantage in reaching the expanding segment of businesses new to online and TV advertising.

The marketing committee of the Boys & Girls Clubs of Northeast Ohio wanted an affordable way to market its “The Golden Raffle” fund-raising event on local TV last summer. The local Time Warner (News - Alert) Cable Media Sales team was contacted for that purpose. The committee already had designed their own logos and event images and Time Warner sales team just reused those images and using SpotMixer they were able to put the event on air with impressive speed.

SpotMixer officials stated that the cable television industry continues to look for innovative ways to offer value-add to their customers at a low cost and generate more sales and they are excited that their solution is helping cable companies sell more effectively to existing and new-to-TV advertisers, opening the door to local businesses that would never have considered advertising on television before and to cable operators who can leverage their technology to serve and grow the local TV advertising market.

Recently SpotMixer was named Google (News - Alert) AdWords authorized reseller for video and announced that it had gained traction with thousands of online advertisers.

Nathesh is a contributing editor for TMCnet. To read more of Nathesh's articles, please visit his columnist page.

Edited by Patrick Barnard