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Comcast Nets Push Digital Product
Placements
Wayne
Friedman
MediaPost
November 19, 2008
A can of coke on a kitchen counter? An AT&T logo on a
truck going by on a city street? More digital product
placement messages and content is on the way for several
cable networks.
Comcast Networks has made a deal with London-based
digital product placement company MirriAd for Comcast's
cable networks: E!, Style, Versus, Golf Channel and G4.
The media tech company will insert digital product
placement images into existing video content as if they
were included in the original shows.
Mirri has also created such images for "Deal or No Deal"
and "Big Brother." In a release, Dave Cassaro, president
of advertising sales for Comcast Networks, said:
"Traditional advertising still has its place, but
MirriAd's innovative embedded advertising solutions
enable us to realize new revenues from brand owners,
without compromising the viewing experience."
A number of companies have utilized digital product
placement for the last decade or so. Some of the most
successful examples are with sports TV properties, where
digitally inserted logos and messages can appear on the
stand behind home plate during Major League Baseball
games. Or messages appear on the football field of NFL
games.
MirriAd CEO Mark Popkiewicz calls it a "sophisticated
approach for what is an increasingly sophisticated
broadcast and advertising environment." |
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