Comcast recently announced a technology advancement allowing for more dynamic ad placement in their on demand offerings. This change, involving programming from the NBC Universal family of networks, would allow advertisers to place shorter duration buys rather than the static month long buys now required.

In the often times set it and forget it world of brand advertising, this may not be seen as a big move. However, for direct response advertisers it provides a crack of daylight into this heretofore branded space. Having the flexibility to place shorter duration buys to determine response in this format, allows DRTV advertisers an entre’ into a medium that all but the largest DRTV consumers have deemed too risky. Time to Test!

Of course viewers can still skip thru the ads but that’s another story…