July 29, 2010 - Detroit, Mich.– Comcast Spotlight, the advertising sales division of Comcast Cable, is introducing a whole new way for Michigan businesses to connect to customers with the launch of its new interactive Request for Information (RFI) technology.
With RFI, businesses can enhance their TV advertising by giving consumers the opportunity to click their remote controls to request materials such as a coupon, brochure or informational DVD. The offer appears as an on-screen overlay during a commercial, and customers opt-in to have the materials delivered to their home.
“We’re driving the change needed to satisfy our advertisers’ ability to connect with the right customers” said Phil Paligraf, Vice President for Comcast Spotlight’s Central Region. “Integrating the new RFI technology into any multi-media campaign allows Comcast Spotlight to deliver a more customized message designed to reach our clients’ business goals. With RFI as the latest addition to our interactive television opportunities, our suite of On Air, Online and On Demand options is something only cable can offer.”
Ellen Hill Zeringue, Vice President, Marketing for the Detroit Tigers said, "The Request for Information technology offered by Comcast Spotlight provided a new platform for the Detroit Tigers organization to connect with and activate potential season ticket holders.” She added, “Comcast's interactive technology enabled our sales staff to create high priority sales lists qualifying potential buyers through the opt-in feature."
Available to approximately 955,000 homes throughout Michigan*, RFI is one of several new interactive features from Comcast Spotlight. In addition to RFI, the company has introduced Remind Record, an interactive feature that enables digital cable customers to set their DVR to record a program (or for an on-screen reminder to appear for customers without a DVR box) when a message appears during a commercial for the program.
To learn more about Comcast Spotlight’s portfolio of innovative, end-to-end marketing solutions in Michigan, call David Mcguire at 248-723-2572.
*Source: Comcast internal Data, March 2010