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BizReport : Advertising archives : August 19, 2009

Partnership takes cable ads to the web

Cable advertisers in some areas may get a boost from a new partnership between online video advertising company Mixpo and National Cable Communications. The partnership would allow marketers to easily take cable ads onto the Internet, to reach more consumers. Ads could be locally targeted and interactive with the partnership.

by Kristina Knight

">National Cable Communications (NCC) is a leading cable television ad sales and marketing company.

"Through Mixpo, national and regional TV advertisers can now run their existing TV ads in quality display inventory on cable operator ISP Web sites, and make them highly interactive on the Web," said Joe Grisafi, NCC's vice president of digital media and advanced advertising strategies. "NCC is always innovating to bring new digital platforms to our advertisers and the Mixpo solution is an example of that."

Mixpo's platform helps marketers drive local response to ads by delivering interactive and geo-targeted content; they leverage online display inventory.

NCC is owned by the three largest multi-system operators in the US - Comcast Cable, Cox Communications and Time Warner Cablbe - so many local and regional advertisers should be able to take advantage of the new partnership to move into the online realm.

Just how big a market is online video? According to comScore, June was a record month for online video viewership with more than 157 million consumers logging on to watch content. Although most online-only video campaigns should be approached differently than traditional television spots, moving a traditional video ad onto the Internet to approach the broad consumer base is a good place to start for many small to medium sized businesses.

Tags: cable advertising, Mixpo, National Cable Communications, online advertising, online video, video advertising

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