Ed Swindler, EVP and COO, NBCUniversal Advertising Sales
Comcast and NBCUniversal announced that they are partnering to use dynamic ad insertion in On Demand programming, further leveraging the On Demand service as an advertising platform.Dynamic ad insertion, which is a service that allows for advertisements to be easily changed at any time, has begun rolling out in several Comcast markets, with plans to expand to the majority of Comcast markets in the coming year. Chrysler and Kraft are the premiere advertisers. Content from USA Network, E!, Syfy, Bravo Media and Oxygen Media that airs On Demand on Comcast Cable systems will be part of the rollout, which will initially focus on advertisements that run prior to and after a show (pre-roll and post-roll ads) and include dynamic ad insertion for advertisements throughout the show (mid-roll ads) later this year. Content from additional NBCUniversal networks is expected to be added to the service in the coming months. On Demand programming is a key way to reach todays consumers and an important part of an advertisers marketing mix. This capability helps make the service more advertiser-friendly, giving clients greater flexibility to ensure their ads remain timely and relevant, said Ed Swindler, EVP and COO, NBCUniversal Advertising Sales. 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. 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, said Marcien Jenckes, SVP and general manager of Video Services, Comcast.
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