TV Everywhere and Web portal vendor Synacor has joined forces with Comcast Spotlight, which is the advertising division for Comcast Cable, to provide a single point of contact for local online ads.
With the agreement, Comcast Spotlight can now sell its advertising inventory on the Web portals that Synacor manages for cable operators, which includes Suddenlink, BendBroadband, WOW, the former Bresnan systems now owned by Cablevision and Buckeye CableSystem, and more. The online ads will take place in the areas where Comcast Spotlight also sells local spot television advertising on behalf of television service providers utilizing a Synacor portal.
“This agreement will offer opportunities to advertisers to expand the reach and effectiveness of their marketing,” said Tom Straszewski, vice president of online advertising for Comcast Spotlight. “As consumers become multimedia multitaskers – watching TV while simultaneously going online for everything from checking email to managing DVR recordings to watching video content – advertisers are finding it valuable to deliver their messages across multiple platforms to achieve the impressions they need.”
The end result will enable local marketers to efficiently and effectively reach multichannel video subscribers, both on television and online through one sales team.
“Comcast Spotlight, with its local in-market reach and expertise, is the perfect complement to Synacor’s sales strategy that includes serving national, regional and local advertisers. We’re accelerating digital ad revenue growth and yield management across all markets and, most importantly, unlocking the value of Synacor’s vast digital inventory to the benefit of advertisers by ensuring the right ads reach the right engaged consumers,” said Synacor COO Scott Bailey. “This dynamic is key to forging strong relationships between brands and their consumers, and we’re thrilled to work with Comcast Spotlight to expand upon that mission.”