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Comcast: Up To $70 Million To Be Spent On Interactive Ad Platform

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Missed this bit from yesterday’s Comcast (NSDQ: CMCSA) conference call… In response to an analyst question on the company’s interactive advertising platform, COO Steve Burke said the company would spend between $50-$70 million on the infrastructure and that this business is expected to be “very real and very significant” in terms of its business contribution going forward, although this could be typical corporate puffery. The expenditure is part of an effort done in conjunction with other MSOs to provide a uniform interactive ad platform for advertisers. Transcript.

Mediapost: The joint MSO initiative is called Project Canoe. The goal of the project is to find a way to ease the process making national ad buys across cable systems, with an emphasis on allowing targeted click-through options based on location. The decision to get behind Project Canoe is being driven by the need to increase ad revenue as the competition to tap into audience data heats up from the satellite side from the respective partnerships between DirecTV/TNS and Google/EchoStar’s (NSDQ: DISH) Dish Network. Still, it appears that there are a number of aspects of Project Canoe that haven’t been nailed down, as Burke didn’t mention when he expected it launch, how it would work or what specific MSOs were participating.

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