Synacor reached deal with Comcast Spotlight and NCC Media, the cable industry’s ad-sales organization, under which they will sell regional online inventory on Web portals Synacor operates on behalf of Charter Communications, CenturyLink, Verizon Communications and others.
NCC Media is owned by Comcast, Cox Communications and Time Warner Cable. The ad sales company represents cable, satellite and telco TV operators in every U.S. market.
Under the partnership, NCC Media and Comcast Spotlight will sell regional advertising inventory on the Synacor-operated Web portals -- which average 20 million monthly unique visitors -- in conjunction with NCC’s existing portfolio of multichannel operator Web properties. Synacor will continue to maintain its own national sales force footprint.
Synacor’s largest four customers are Charter, CenturyLink, Toshiba America Information Systems and Verizon Communications, which together accounted for approximately 74% of its revenue for the first half of 2012, or $45.3 million. Synacor's Web portals provide consumers with centralized access to email, TV Everywhere services, news, games and other services.
“In conjunction with the TV and online ad products NCC Media currently markets on behalf of the multichannel industry, Synacor provides additional access to highly targeted audiences and seamless online integration into select cable, satellite and telco affiliate Web properties,” NCC Media chief operating officer Ken Little said in announcing the deal. “With the addition of Synacor’s reach to our established suite of cable, online and digital offerings, NCC Media can now deliver online inventory across every U.S. market.”
According to Synacor, its Web portals serve an average of 3.7 billion ad impressions per month to 20 million monthly unique visitors, who execute 78 million search queries.
“Our relationship with NCC Media fulfills a critical need that provides Synacor with exceptional regional coverage from a world-class ad sales organization and gives advertisers the scalability to engage with consumers across multiple markets,” Syncaor COO Scott Bailey said.