In The News

  • For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars

    Tuesday, Dec 6, 2016 - 11:37

    By: Steve Ellwanger, Beet.TV ome people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, Alabama, the media world was analog only. “Trying to launch a digital-like solution like addressable on the back of an analog architecture was a l

  • Addressable TV Is A ‘Tactic That’s Evolving’: Comcast’s Kevin Smith

    Monday, Dec 5, 2016 - 11:37

    By: Steve Ellwanger, Beet.TV Whether the subject is Nielsen ratings, video on demand or addressable television advertising, communications giant Comcast is all about the “macro experience” for consumers and advertisers. This holistic approach to the rapidly evolving entertainment landscape comes across loud and clear from Kevin Patrick Smith in a panel discussion at the recent Beet.TV Retreat 2016. Prompted by panel moderator Ashley J. Swartz, CEO and Founder of Furious Corp., to

  • Worldwide Business with kathy ireland Highlights Comcast Spotlight’s Innovative Television and Digital Video Advertising Methods

    Friday, Apr 15, 2016 - 09:41

    Company Executives Discuss Innovative Advertising Solutions Tune into Bloomberg International as sponsored programming on Sunday, April 17, 2016. See market-by-market listings below. Los Angeles, CA – April 14, 2016 – Worldwide Business with kathy ireland® announces an exclusive interview with executives from Comcast Spotlight, a leading innovator of television and digital video advertising technology and products to help marketers reach their ideal audiences. Rick

  • You Say You Want A Revolution? Data And Analytics Are Transforming Political Marketing

    Tuesday, Mar 8, 2016 - 11:11

    By: Dan Sinagoga, appeared in Campaigns & Elections on March 8th, 2016   September 26, 1960. If you immediately recognized that as a date that had a profound impact on U.S. electoral history, you qualify as a political junkie. In case that date didn’t immediately ring a bell, I’ll remind you: John F. Kennedy and Richard M. Nixon squared off in the first nationally televised political debate, drawing an audience of roughly 80 million, or half the U.S

  • The New Key to Political Advertising Success: Go Small or Go Home

    Thursday, Feb 18, 2016 - 02:07

    By Dan Sinagoga, appeared in The Hill on February 8th, 2016 That's not a misprint in the headline. Go big or go home may be the cliché, but think of a dart board—hitting the smallest space yields big points. Increasingly, we see the same thing when it comes to successful political marketing (all marketing, for that matter). You needn't be an industry veteran to remember when political campaigns focused on three things in television advertising: news, news and news. It worked at a t

Comcast Spotlight Layers Online onto a TV ad Base

In the News

Fri, 11/11/2011 - 04:42

By Stewart Schley - ZoneWire

With online advertising revenue growing faster than any other ad category, most cable operators are moving to add online inventory to their traditional bedrock of local-TV avails.

We’ve written before about the rising role of cable customer web portals in the media mix, but now Comcast is taking the TV-online marriage a step further by suggesting that clients increasingly look at video-inclusive web banners as a way to extend the influence of their television campaigns, all the way down to the same ad creative.

The subject was addressed recently in a web seminar Comcast Spotlight presented in partnership with Advertising Age. The presentation illuminates a strategy currently at play within Comcast, which is to gain more presence in the online advertising sector by positioning online as a sort of reach kicker to spot television.
 

Read the full story on ZoneWire.

Comcast Spotlight Layers Online onto a TV ad Base