Comcast Says Interactive Ads Available in 10M Homes

More than 160 advertisers have used request for IT

By Jon Lafayette -- Broadcasting & Cable, 10/6/2010 4:47:11 PM

Comcast Spotlight, the ad sales division of the nation's largest cable operator, says it can now reach 10 million homes with its interactive television advertising products.

The company says that it has had more than 160 advertisers use its request for information technology, which enables advertisers to put a banner on a commercial that prompts viewers to press a button on their remote if they want to receive more information from the advertiser about the product or service featured in the commercial.

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

Clients who have used RFI-enabled ads include: Idelle Management Co., the City of Joliet, Ill., the Chicago Rockford International Airport and California U.S. Senate candidate Meg Whitman.

"It's important that we engage our customers with product trial and sampling.  Comcast Spotlight's RFI platform is an innovative technology that enabled us to connect quickly and cost-effectively with our audience, distributing more than 20,000 samples to targeted Chicago consumers in less than one month," said Marc Broccoli, marketing director, hair care, at Idelle.