Roberts Says Comcast Working on Future of Advertising

CEO Brian Roberts says Comcast is working to create advertising products that will deliver more value to marketers. With digital advertising growing, the goal is to figure out "how do we deliver a more computer-like experience for [advertisers'] investment , the way they're getting it on the Internet," but on the TV, which offers a more robust experience for consumers. Roberts pointed to the way Comcast is able to insert current commercials into video on demand viewing of earlier episodes of a show. "All of a sudden, advertising's more valuable in that on demand episode," he said, adding that that process would repeat itself in mobile viewing, Internet protocol streaming and shared viewing experiences over multiple locations.