Comcast, the nation’s largest cable TV company, is set to upsell its vast body of video advertisers via a new deal with Mixpo, the Seattle-based venture-backed company dedicated to making video “actionable” across multiple platforms. For Mixpo, the deal represents its first foray into cable. It already has deals with several newspapers, including The Houston Chronicle and Freedom Newspapers.
For Comcast, the deal with Mixpo extends well beyond its 90 local markets. It will also extend to Comcast broadband, and to Vehix, its third-party auto site.
“Comcast ‘gets’ video. They are finding that it’s very easy to upsell existing clients from TV to online with the benefits of direct response and analytics,” says Mixpo CEO Anupam Gupta. “From a strategic perspective, they really understand that this is about creating new direct response ad units that can be monetized better.” For national advertisers, it beats being tied to 15-second pre/post-roll ads, which is what they’re typically offered, he adds.