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Comcast Spotlight Layers Online onto a TV ad Base
By Stewart Schley - ZoneWire
With online advertising revenue growing faster than any other ad category, most cable operators are moving to add online inventory to their traditional bedrock of local-TV avails.
We’ve written before about the rising role of cable customer web portals in the media mix, but now Comcast is taking the TV-online marriage a step further by suggesting that clients increasingly look at video-inclusive web banners as a way to extend the influence of their television campaigns, all the way down to the same ad creative.
The subject was addressed recently in a web seminar Comcast Spotlight presented in partnership with Advertising Age. The presentation illuminates a strategy currently at play within Comcast, which is to gain more presence in the online advertising sector by positioning online as a sort of reach kicker to spot television.