NCC, Mixpo Partner to Extend Cable TV Ad Campaigns Online via Interactive Video Ads

National Cable Communications (NCC), the national cable ad sales company co-owned by Comcast, Cox and Time Warner Cable, and Mixpo, an online video advertising technology company that describes itself as "on a mission to easily extend TV advertising to the Web," will today announce a partnership that they say will enable advertisers to extend their existing TV commercials to the Web, with highly measurable and locally targeted interactive video ad campaigns.

According to Mixpo, its video advertising platform leverages online display inventory, and adds interactivity and geo-targeting logic to any video creative, in order to drive local response (note: [itvt] readers interested in trying their hand at creating a sample Mixpo-powered interactive video ad can go to: http://www.mixpo.com/tour). "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," Joe Grisafi, NCC's VP of digital media and advanced advertising strategies, said in a prepared statement. "NCC is always innovating to bring new digital platforms to our advertisers and the Mixpo solution is an example of that." Added Mixpo president and CEO, Anupam Gupta: "Local advertising isn't only about small and medium-sized businesses. It's also about national and regional brands driving local response. NCC has the largest Spot Cable advertising sales force in the US and now also represents one of the largest locally targeted online ad networks. It just makes perfect sense to bring together this cross-platform advertising solution to their national and regional clients."

According to NCC, its Spot Cable footprint reaches every single market in the US, and its NCC Online arm, which represents cable operators' Web sites, is ranked (according to figures provided by comScore) among the top-10 ad-supported properties in the country, reaching over 35 million broadband subscribers and generating over 6 billion page views each month. The company says that spot cable advertisers interested in complementing their media plan via display video advertising on MSO-owned and operated sites (e.g., comcast.net, roadrunner.com and cox.net) can find more information at http://www.spotcable.com/vod.html.