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Comcast Spotlight hits 30 markets, 10M homes with ad platform

Thu, 10/07/2010 - 8:45am
Mike Robuck

Comcast Spotlight, the advertising arm of Comcast, has reached more than 30 markets across the nation, representing more than 10 million homes, with its interactive TV advertising platform.

While Canoe Ventures, which includes Comcast as one of its six MSO investors, launched a request for information (RFI) campaign this past summer, Comcast Spotlight's RFI campaign is separate from Canoe's.

The RFI technology allows advertisers to place an overlay, or banner, on a 30- or 60-second commercial, prompting viewers to take action by pressing a button on their remote controls to receive materials from the advertiser, or to be contacted by the advertiser about the product or service featured in the ad.

"The message from clients couldn't be clearer: More than ever, their focus is on the return on their marketing investment," said Kevin Smith, group vice president of Spotlight Integrated Media Sales. "Combining qualified leads and accountability with cable television's reach and ability to efficiently segment audiences makes spot advertising an even more powerful tool."

To date, more than 160 advertisers have run a total of more than 340 RFI-enabled advertising campaigns with Comcast Spotlight, delivering nearly 280 million impressions.

Comcast Spotlight clients using RFI to connect with customers include Idelle Management Co.; the city of Joliet, Ill.; Chicago Rockford International Airport; and California gubernatorial candidate Meg Whitman.

A spokesman for Comcast Spotlight said the company worked with Comcast-owned TVWorks on the RFI campaigns.

Comcast Spotlight has also been actively involved with addressable advertising trials with vendors such as OpenTV and Invidi.

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