Comcast.net Taps Yahoo for Display and Video Ads

Cable Giant Expects $1 Billion in Online Revenue in Next Five to Six Years

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Yahoo has inked a deal with Comcast that allows it to sell 80% of display and video advertising across the Comcast.net portal.
According to ComScore, the site has 15 million monthly unique visitors and had 80 million video views in March.
According to ComScore, the site has 15 million monthly unique visitors and had 80 million video views in March.

Two RFPs
Comcast in December sent out two requests for proposals: one to handle display and video advertising, another to handle search and text advertising. It has not yet decided who will handle search and text but expects to have a decision on that in the next month. AOL and Microsoft, along with Yahoo, were competing for display and video, according to a Comcast executive close to the deal.

The executive close to the deal said Comcast expects to generate $1 billion in revenue in the next five or six years through combination of the display/video and search/text ad contracts, plus ads sold by its own interactive and Comcast Spotlight sales forces. The will retain 20% of Comcast.net's display and video advertising to sell in-house and bundled as cross-platform and local deals.

Large sales force
Yahoo will not handle display and video advertising for non-portal Comcast sites, such as Fancast, which it recently launched; newly acquired Fandango.com; user-generated site Ziddio.com; and GameInvasion.com.

"One of the reasons we selected Yahoo is its expertise in terms of video advertising," said D'Arcy Rudnay, VP-corporate communications at Comcast. "We think they have a very large sales force, they have good relationships already with advertisers, are well known and respected and have a sophisticated platform, we think, on technology."

According to ComScore, the site has 15 million monthly unique visitors and had 80 million video views in March.
In this article: