About Video On Demand Circulars

From DVR’s to Video on Demand, Interactive features are changing the way that people use their television. In answering this shift in consumer behavior, Comcast Spotlight introduces a new retailer advertising product called Video Circulars on Demand.

Video Circulars On Demand is able to take a retailer’s current pre-print advertising materials, convert them into video using our “OnDemand Publishing Platform” and make them available to consumers on their TV Screens. On Demand Publishing is an advertising tool that lets advertisers convert static ads into a slideshow-style video, which is then placed On Demand — allowing consumers to learn about products at their leisure. It’s like moving all of the content from your display ads, free standing inserts, catalogs, and direct mail campaigns to one place-on TV. The same way that you would order a pay per movie, our subscribers will be able to watch a free video about your store’s promotions.

How Are the Videos Created?

In a very streamlined and automated way, VOD Circulars are able to take existing photo and text files and through our “On Demand Publishing Platform”, we then convert those images and data into a dynamic slide show. These videos are then stored and accessed on our Video On Demand menus under the Shopping Channel. The videos can be changed and updated to match your current promotions cycle, as many as several times a week. This allows you to have a consistent presence on television without the expense of shooting and editing large scale commercials. View a demo on this page to see some recent examples.

Adweek: April 2, 2007

“The opportunity for consumers to interact with brands is what makes this appealing. Shop 887 shows you don’t need high production values to get consumers interested in long-form advertising. Wal-Mart saw a measurable in-store sales lift in the product categories it had advertised in the video circular program.”

— Starla West, Group Planning Manager for new media at Bernstein-Rein

Results

Recent results have shown that consumers find this information very useful. Nearly 40% of our Video on Demand customers accessed Video Circulars in recent trials. Retailers found similar in store lift on featured items when compared to newspaper inserts. Comcast is able to heavily promote this product on our cable stations to drive consumer awareness.

Benefits of Video Circulars on Demand

• Greater reach — extend the effectiveness of your print campaigns via Video on Demand Circulars and you’ll increase the number – and quality – of people seeing your message. Distribution in virtually every Comcast market is equal to or better then major print publication circulation and growing 20% annually.
• More targeted advertising — Target different messages to different DMA’s that matches your current strategy.
• More affordable medium — For a fraction of the cost of traditional pre-preprints and catalogs, you can send your promotional message to over 35 million households.
• Rich environment — leverage the benefits of full-color sight and sound with extensive product information like special prices, unique features, SKU numbers, and more.
• Long Shelf-Life — extend the life of print ads and create a persistent and dynamic presence on television 24/7.
• Flexible application — change advertising content easily by adjusting product pricing and messages up to twice a week
• ROI improvement — generate price/offer advertising effectively and track with our reporting features to find out how many people watched you video circular.

Getting Started

Video Circulars on Demand are available in over 35 million US Households in nearly every market. This number is expected to grow more then 20% per year as analog cable customers are converted to digital cable and Video on Demand. By 2010, over 60 million US homes will have access to Video on Demand.

To get more information please click the “Contact Us” button on this page or call (847) 384-5788.