'CM 360' to Focus on Targeting, Interactivity and Measurement
By Todd Spangler -- Multichannel News, May 22, 2012
Comcast Spotlight, the ad sales division of Comcast, has created Comcast Media 360 (CM 360), a new business unit focused on delivering targeted, interactive and cross-platform advertising capabilities.
Industry-wide initiatives like Canoe Ventures may have floundered, but at least one major cable TV operator is muscling ahead with enhanced TV advertising buys that offer digital targeting, measurability and even interactivity. Comcast Spotlight, the spot and local cable TV advertising sales division of Comcast Corp., this morning unveiled Comcast Media 360, a new unit focused on helping marketers and agencies to leverage developing “cross-platform” advertising options.
CableFAX honored the ’12 winners of the CableFAXIES, Sales Executives of the Year, Sales Hall of Fame and Sweet 16 at the Grand Hyatt NY Tues morning. In the interest of time, CableFAX exec editor Michael Grebb challenged honorees to come up with 1-word acceptance speeches—an assignment that yielded interesting results.
Once upon a time, targeting the right audience, and the specific eyeballs, was a concern for the traditional advertiser in local markets. Viewership of cable programming was on the rise, with more providers entering the marketplace. And fragmentation was taking it toll. As a result, it was complicating how sponsors were being served in the individual markets. Millions of people, unfortunately, were not seeing local ads based on the provider they had.
Kellie Grutko likes technology but is far from an early adopter. "I'm constantly asking for help about how to do things on my iPad," says Grutko, who as vice president of marketing at Comcast Spotlight is the highest-ranking woman at Comcast's local ad-sales unit. "But I like to educate myself. It's a work in progress, probably forever as technology keeps changing."
Local TV advertising selling alliances aren't easy.
A year ago, national cable advertising company NCC Media launched its "I+" (Interconnect Plus) campaign -- an effort to pool together a mix of cable, satellite and telco inventory -- all to give local TV advertisers more reach for their messaging. Primarily, the NCC Media effort is to pool 25 big cable networks from the top 25 markets.
Strong demand for zoned advertising placements by political advertisers could inspire a temporary reworking of inventory sharing arrangements with market-wide cable interconnects, according to Comcast Spotlight’s political specialist Dan Sinagoga.
March 20, 2012 – Kevin P. Smith, Vice President of Spotlight Integrated Media Sales, Comcast Spotlight, has been named to the CableFAX Sales Hall of Fame for 2012.
March 8, 2012 – Comcast Spotlight’s John Tierney, Senior Vice President, National/Regional Advertising Sales, will be among the presenters at the 2012 NADA/HIS Automotive Forum, co-sponsored by Comcast Spotlight, taking place April 3 at the Grand Hayatt in New York City.
John will be speaking about matching dealer needs with data solutions, beginning at 2 p.m.
A unified computer database that gathers and refines information on millions of potential voters is at the forefront of campaign technology – and could be the key to an Obama win
March 8, 2012 – Comcast Spotlight’s John Tierney, Senior Vice President, National/Regional Advertising Sales, will be among the presenters at the 2012 NADA/HIS Automotive Forum, co-sponsored by Comcast Spotlight, taking place April 3 at the Grand Hayatt in New York City.
