Just last week Canoe made headlines with the news that companies can now buy interactive ad inventory for cable TV on a national basis. However, Comcast wants to highlight the fact that it’s already been successful with interactive ads on a regional basis. In this case, interactive ads (EBIF-based) are request-for-information applications. Viewers see an ad overlay and have the opportunity to click a button to have more information or a product sample sent to them.
Comcast listed several successful RFI campaigns in a news announcement this week. California candidate Meg Whitman has used an RFI ad to offer consumers campaign bumper stickers. A tourism organization in Illinois is offering free visitor magazines. And Chicago Rockford International Airport is using Comcast’s RFI capabilities to offer discounted tickets. According to Comcast, “more than 160 advertisers have run a total of more than 340 RFI-enabled advertising campaigns with Comcast Spotlight, delivering nearly 280 million impressions.”