updated 03:55 pm EDT, Tue July 26, 2011
Ads already present in trial markets
Comcast and NBC have announced a new initiative that will bring advertisements into on-demand television programming. The companies have partnered to develop dynamic ad injections, enabling advertisers to change between different advertisements or engage local markets. Most of the existing advertisements in on-demand programs are said to be permanently placed for the entire duration of the show's availability.
It is unclear if the dynamic ad injections will also be met with other customization options, such as longer ads. The endeavor initially will be limited to pre- and post-roll ads placed at the beginning of a program, however the companies are planning to inject ads into the middle of shows by the end of the year.
Local advertisers already using the service through Comcast Cable include South Florida McDonald's, Richmond's nTelos, and Virginia Credit Union, among others. National advertisers include Chrysler and Kraft.