Comcast Spotlight Surpasses 1,000 Interactive Television Advertising Campaigns
Comcast Spotlight’s interactive television (iTV) advertising platform has now delivered more than 1,000 interactive ad campaigns, helping advertisers of all sizes and from all across the country engage with consumers. Those campaigns have produced big results for the company’s clients, with more than 2.7 billion impressions to date.
Currently available to approximately 15 million households in 50 markets, Comcast Spotlight’s iTV ad products enhance spot advertisements with interactive overlays, providing advertisers with the combination of the powerful reach of TV advertising with an engagement tool and precise metrics. Those products are:
Request for information (RFI): transforms a traditional spot into a lead-generation vehicle by adding an overlay allowing viewers to opt in to special offers, like a coupon or product sample.
Remind-record: provides television programmers with a tool to enable viewers remember to watch a program by interacting with an overlay that sets an on-screen reminder or sets a DVR recording for an upcoming show, or both.
Video on demand (VOD) telescoping: enhances spot advertising to become a navigation tool; advertisers can link viewers directly to an on-demand program, allowing viewers to watch the video at the time or "bookmark" it for later viewing.
"Innovative advertisers are clearly interested in ROI metrics, and are increasingly looking to iTV-enabled advertising as a way to quantify the impact of their messages," said Hank Oster, Corporate Senior Vice President and General Manager, Comcast Spotlight. "When you combine cable’s unique ability to assemble fragmented audiences with the ability to engage directly with those viewers, the result is an unmatched advertising platform."
Among the advertisers that have utilized Comcast Spotlight’s iTV platform is Nike, which used VOD telescoping to promote the debut of The Black Mamba, an approximately six-minute short film starring Kobe Bryant. A 30-second spot promoting the film aired across Comcast Spotlight’s full iTV-advertising enabled footprint, inviting viewers to click "OK" on their remotes to watch the film. The campaign produced strong engagement results, with the average time spent watching exceeding 80% of the movie’s length.
To promote the launch of NBC’s The Voice, the network used local advertising across Comcast Spotlight’s footprint, including interactive spots, banners on Comcast’s interactive program guide (i-Guide) and online advertising. The campaign delivered more than eight million impressions and more than 84,000 interactions with iTV-enabled advertisements, helping contribute to an increase in metrics like ad recall, visits to the show’s website, search activity and ratings in Comcast markets.
About Comcast Spotlight
Comcast Spotlight, the advertising sales division of Comcast Cable, helps put the power of cable to use for local, regional and national advertisers. It is focused on providing multi-platform marketing solutions to reach audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Comcast Spotlight has a presence in nearly 90 markets with approximately 30 million owned and represented subscribers. Comcast Spotlight is a trademark of Comcast Cable.