Comcast to Let On Demand Advertisers Swap Out and Target Spots

Companies such as Chrysler and Kraft will no longer need to have the same ad run throughout a 30- to 45-day buy

Comcast is changing the way ads will appear on the On Demand programs it features from NBC Universal.

The new technology will allow advertisers to swap their spots in programs multiple times throughout their ad buy. It will also allow them to target ads specifically to local markets.

Prior to this, the same ad would typically play with NBCU programs throughout a 30- to 45-day buy.

The company has already started rolling out the program in several markets, and will continue expanding it throughout the coming year.

Chrysler and Kraft will be the premiere advertisers.

Content from USA Network, E!, Syfy, Bravo Media and Oxygen Media that airs On Demand on Comcast Cable systems will be part of the rollout, which will initially focus on advertisements that run prior to and after a show.

The new platform would allow the company to better monetize the 350 million views its On Demand site receives a month, Alana Davis, a Comcast spokeswoman, told TheWrap.