By David Cohen on August 19, 2009 8:14 AM

Mixpo, NCC to Bring TV Ads Online

Cable-television advertising-sales and marketing consortium National Cable Communications and online-video-advertising-technology company Mixpo teamed up on a partnership that will allow advertisers to add the Internet to their television-ad campaigns.

The two companies said their initiative is different than pre-roll ads on the Web, leveraging online-display inventory, adding interactive components and geo-targeting logic and creating measurable and locally targeted campaigns.

Mixpo works with advertising agencies, marketers and media companies, including Comcast Spotlight, NBC Local Media and Tribune.

NCC is jointly owned by three of the country’s largest cable operators—Comcast, Cox Communications and Time Warner Cable—and it represents virtually every other multiple-system operator in the United States. Its NCC Online segment, representing cable operators’ Websites, is among the top-10 ad-supported properties in the country, according to comScore, reaching more than 35 million broadband subscribers and generating more than 6 billion page views per month.

NCC vice president of digital media and advanced advertising strategies Joe Grisafi said:

Through Mixpo, national and regional TV advertisers can now run their existing TV ads in quality display inventory on cable-operator ISP Websites and make them highly interactive on the Web. NCC is always innovating to bring new digital platforms to our advertisers and the Mixpo solution is an example of that.

Mixpo president and CEO Anupam Gupta added:

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 United States 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.