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Synacor, Comcast Spotlight Team Up for Local Ad Play

New Web portals will provide access to local, online advertising
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Synacor and Comcast Spotlight are teaming up to create a point of access for advertisers looking for local TV spots.

Spotlight currently sells ads in 80 U.S. markets; the company is making some of its ad inventory available through multiple Synacor-managed Web portals. Those portals will also include local online advertising, enabling clients and agencies access to complete Web-plus-TV ad packages in local markets.

“As consumers become multimedia multitaskers—watching TV while simultaneously going online for everything from checking e-mail to managing DVR recordings to watching video content—advertisers are finding it valuable to deliver their messages across multiple platforms to achieve the impressions they need,” said Tom Straszewski, vp of online advertising for Spotlight. 

It's a propitious moment for this kind of launch—local TV stations are just now getting a huge influx of super PAC money as the 60-day barrier before the general election went by like a starter's pistol two weeks ago. There's likely to be a backup of clients in the market, too, since much of the political advertising will push many clients off the schedule until after Nov. 7, Election Day.