Comcast Spotlight is using the Ensequence iTV Manager Service Provider Edition to enable the ongoing rollout of EBIF-enabled local interactive TV advertising.

Comcast Spotlight’s iTV advertising solutions combine cable television’s wide reach and ability to efficiently segment audiences with the ability to engage with viewers through interactive overlays. The company’s suite of iTV solutions includes: Request for Information (RFI), allowing consumers to request product samples, coupons, brochures or other materials; Remind Record, allowing viewers to set an on-screen reminder or DVR recording for an upcoming program featured in an advertisement; and VOD Telescoping, which gives advertisers the ability to invite viewers to watch a long-form on-demand video about their product or service or to “bookmark” that video to watch at a later time.

The Ensequence iTV Manager Service Provider Edition enables interactive advertising to scale in local ad sales operational environments. From template creation and re-versioning, to scheduling and playout, iTV Manager is a platform for delivering immersive and response-ready advertising. With the iTV Manager Interactive Platform, iTV application graphics, behavior, layouts and messaging can be customized based on each advertiser’s requirements and response goals – without the need to re-certify the application. Each application can be distinctly branded, reflecting an advertiser’s unique branding and messaging.

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Comcast: We Can Do Better

With Comcast losing 199,000 domestic broadband customers in 1Q25 (about 50,000 below consensus) and churn rising slightly, the operator is launching a new go-to-market approach that will continue to evolve over the coming months as it works to provide more value to its customers with less friction.

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