Advertisers need to open up a bit on the way they’ve been buying television so as to best maximize their campaigns, says Comcast Spotlight’s Andrea Zapata. “For us what we’ve learned is that our clients are traditionally buying us still in ways that they’ve been doing for years,” says the VP of Research & Insights at the ad sales division of Comcast Cable.

This typically means selecting one or two dayparts and perhaps five or six networks in all and maybe a sports package, Zapata explains in this interview with Beet.TV.

“Those clients of ours who buy in a very specific way, they will get lift to their website,” she says. “But with the same budget, and this is what’s incredible for me, if they’re willing to take a more data-driven approach to their planning and buying process, and they open it up to all day” the results multiply.

“If they open up the five to seven networks or the sports package to forty-plus networks, which I know sounds crazy, but that’s where your customer might be.”

Zapata says in that scenario, results can go from a 2-3% lift to as much as 8%.

“What we have found is that the reach can go from twenty percent of your backyard to sixty percent of your backyard. Reach is vitally important, so use TV for what it’s good at, don’t constrict your customer you can yield better outcomes.

“So what our guts once told us is actually being demonstrated with validation outside of just our guts.”

This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium.  For more segments, please visit this page.  This series is presented by TVSquared.