Comcast Wholesale launches solution for inserting ads into VOD programming

DENVER--Comcast (NASDAQ: CMCSA), which has been making investments in ad delivery wherewithal of late, including its $320 million purchase of FreeWheel in March, has announced through its recently launched wholesale division a new product that allows for ad delivery in both linear and VOD television.

Trumpeting the new product at the SCTE's Cable-Tec Expo here Tuesday, Comcast says it's integrating the workflows of its Comcast AdDelivery and VOD content aggregation and delivery platforms. The resulting new service will enable advertisers, along with their agencies and creative shops, to manage cross-platform advertising campaigns on VOD using a cloud-based Web portal.  

"Providing a full service solution for digital ad insertion across both linear and on demand is a valuable improvement for television advertising," said Matt McConnell, senior VP and general manager, Comcast Wholesale. "This brings the advertising community closer to its vision for an 'Advertising Everywhere' ad management solution for reaching TV audiences across all TV and Internet-based platforms and markets."

Comcast claims that its AdDelivery product currently supports more than 10,000 advertisers, agencies and post houses, and distributes spot TV advertising directly into the traffic management systems used by most national and local, cable and broadcast outlets in North America as well as media reached by global ad delivery platforms.

Meanwhile, Comcast Wholesale's VOD content delivery platform distributes more than 20,000 hours of VOD programming per month for over 275 content providers, providing a wide range of VOD services from one central location including content acquisition, transcoding, editing and distribution," the company claims. The platform combines automated workflows and remote management capabilities for accelerating the delivery of VOD to designated MVPD markets. 

For more:
- read this Comcast press release

Related links:
WSJ: Comcast's other acquisition, FreeWheel, has media companies concerned
New Comcast Wholesale brand to launch at The Cable Show 2013
BlackArrow update limits ad repetition in multiscreen video streams

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