Comcast & NBCU to Insert Dynamic Ads in VOD

NEW YORK/PHILADELPHIA: Comcast and NBCUniversal are teaming up to use dynamic ad insertion in on-demand programming, with Chrysler and Kraft already on board as initial advertisers.

Content from USA Network, E!, Syfy, Bravo and Oxygen that airs on Comcast Cable’s on-demand services will be part of the rollout. Initially, the focus will be on ads that run before and after a show and include dynamic ad insertion for advertisements throughout the middle of the programs later this year. Content from additional NBCUniversal networks is expected to come on board in the months ahead.

The service allows for advertisements to be changed easily at any time, whereas traditionally ads are inserted manually into VOD and would then remain in place throughout the show’s full window of availability. Comcast Spotlight, the advertising sales division of Comcast Cable, is bringing digital ad insertion to local advertising clients as well.

“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, the executive VP and chief operating officer for NBCUniversal Advertising Sales. “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,” added Marcien Jenckes, the senior VP and general manager of video services at Comcast. “Enabling dynamic ad insertion will create more value for advertisers, content owners and Comcast, and allow us to further monetize the VOD platform while presenting more relevant advertising to our customers.”

“Our business is all about delivering the impressions our local clients need, across multiple platforms,” commented Kevin Smith, the group VP of Spotlight’s integrated media sales. “Dynamic ad insertion offers clients the opportunity to reach a highly engaged audience, with the accountability and efficiency they’ve come to expect from Comcast Spotlight.”