Comcast: VOD ad impressions set to increase “tenfold”

Comcast predicts that advertising impressions served within free video-on-demand content will increase tenfold over the next year.

This would be a major evolution for a nascent cable/satellite VOD programming sector that, according to a March report issued by research firm TDG, only accounted for 2.4 percent of the 3.6 billion hours of pay TV viewing done in the U.S. during 2010. “We have 400 million monthly VOD views on Comcast. I’d love to have a dollar for every view,” said Chip Meehan, VP of Western region integrated media sales for Comcast. Meehan said Comcast is in the process of working out contracts to sell this advertising time with program suppliers. The cable company has already reached a deal with The Walt Disney Co..