Comcast’s Effectv is “Mapping to Business Outcomes” for Local Advertisers

Sharing daily updates of set-top data with local advertisers on TV consumption has helped them map to “business outcomes” says Melanie Hamilton, Head of Enterprise Sales at Effectv, formerly known as Comcast Spotlight, its local cable advertising unit. It’s part of the changes taking place in the local cable TV marketplace during the pandemic, she […]

 

In Personalization, Give A Little Respect: Comcast’s Marcus

The ad industry should scrap retargeting and volunteer to be regulated in order to properly embrace the opportunities of audience personalization. That is according to Comcast’s strategy VP Claudio Marcus. In the marketing world, software is increasingly allowing consumers to tailor the kinds of content they want – and allowing marketers to build personal profiles […]

 

FreeWheel Unifies Direct, Programmatic TV Buys

Comcast’s FreeWheel is releasing a capability that unifies the way it handles decision making for TV commercials bought both directly through traditional media sales channels and via programmatic technology. NBCUniversal, also owned by Comcast, and The Trade Desk, a large demand-side buying platform, have both signed up to use FreeWheel’s new unified decisioning. In a statement from […]

 

FreeWheel’s Rothwell Champions Ad-ID For Beating Fragmentation

FreeWheel and its premium-video advocacy group are putting their weight behind an initiative for the industry to adopt Ad-ID, in a bid to solve problems caused by media fragmentation. In this video interview with Beet.TV, James Rothwell, VP of global agency, brand and industry relations at Comcast Advertising, says the industry needs a universal ad ID to […]

 

Comcast Reports Big Increase in TV Viewing with VOD Surging 36% Year-Over-Year

Comcast’s cable TV ad sales unit is launching a new agency dedicated to making creative ad assets for smaller advertisers. Speaking at Beet Retreat in the City, “We’re Going Local!” , Brendan Condon,  Comcast Spotlight CEO, said: “If you don’t have good creative, your ad’s not going to work … especially when you’re thinking about […]

 

Comcast Has Pivoted To First-Party Viewing Data: Zapata

What is the future of TV advertising? Offering more platforms, serving more points in the marketing funnel and using more in-house customer and measurement data. That is the takeaway from a leading soothsayer at one of the US’ leading broadcast companies. In the last couple of years, Comcast has built a significant technology portfolio and […]

 

How To Advertise TV Shows & Movies: Comcast’s Rothwell

In an age of content abundance, gaining cut-through seems harder than ever. So, how should media and entertainment companies best use advertising to drive attention for their new releases? Over a sustained period, across platforms and using a targeted approach, according to James Rothwell, Comcast VP, Global Agency, Brand & Industry Relations for Comcast Spotlight, which […]

 

Giving Local TV Digital Super-Powers: Comcast Spotlight’s Condon

Local TV may be commonly thought of as that linear channel from which advertisers are retreating to digital – but Brendaon Condon says it doesn’t have to be that way. The chief revenue officer at Comcast Spotlight, Comcast Cable’s ad sales unit, says he can help bring ad spend back to local cable – by […]

 

Beyond Cars, Comcast’s Instant Impact Goes Large: Brendan Condon

What happens on the road can also go off-road. That is what Comcast Cable’s Spotlight ad sales division is thinking about one of the software suites it launched to power new-wave TV ads. The group’s Instant Impact is an analytics platform that shows the impact on web traffic from airing an ad on Comcast, within 30 […]

 

Next Week at the #BeetRetreat: NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 

Inscape’s McAfee: OAR Consortium Offers Flexibility To Scale Addressable TV

CANNES—A direct relationship with owners of television advertising inventory is one of the core premises behind Project OAR, which hopes to develop an open standard for addressable ads on connected TV’s. “As long as there’s someone in the middle, there are levels of complication that just won’t make this work,” says Jodie McAfee, SVP of […]

 

Tracking Incremental Reach Expands With ACR Data: FreeWheel’s Wallach

FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. “From a measurement perspective and understanding viewership and consumption, we are partnering […]

 

NBCU’s Colella Explains The Partnership With Sky, Status Of OpenAP

The sky is the limit for global addressable television at NBCU given its joint advertising initiative with Sky, which NBCU parent Comcast purchased in the fall of 2018. “The exchange of best practices between the two is really going to help us both,” says Denise Colella, SVP of Advanced Advertising at NBCU. In this interview […]

 

Comcast Advertising’s Greenwald On The Power Of TV And Local Targeting

At the recent LUMA Partners Digital Media East conference, Beet.TV caught up with Kevin Greenwald, Sr. Director of Strategic Initiatives at Comcast Advertising. He talked about what Comcast Advertising is excited about as a champion/partner to Comcast Spotlight, FreeWheel and NCC Media in the rapidly changing TV space. He sees tremendous opportunity in the power […]

 

NBCUniversal’s Reidy On Big Screen Migration, AdSmart Venture With Sky

While video content fragmentation is great for viewers, it can be “a little overwhelming” for advertisers. One of the ways that NBCUniversal hopes to make it easier—on a global scale—is its new AdSmart offering with Sky, which was recently acquired by NBCU parent Comcast. “One of the newer and exciting announcements for us is Sky […]

 

Data Plus Math Will Measure FreeWheel Inventory In-Flight To Gauge Business Outcomes

FreeWheel is bringing in-flight advertising campaign attribution optimization across traditional television, OTT and digital video via a partnership with Data Plus Math. “When we work with FreeWheel, we’re really measuring FreeWheel’s inventory,” says John Hoctor, Co-Founder & CEO of Data Plus Math. What Data Plus Math brings to Comcast’s FreeWheel is “a fast, automated and […]

 

Turner’s Rockwood: Better Cross-Screen Measurement Means Easier Transactions

Given the complexity of the premium video marketplace, “It’s just been messy to do business,” says Turner’s Beth Rockwood. But that doesn’t mean complexity is necessarily a bad thing. For nearly 10 years the industry has been aware of the challenge of “needing to do something different and better,” Rockwood explains in this interview with […]

 

Essence’s Gerber, FreeWheel’s Clark View The Competitive TV Landscape

SAN JUAN, Puerto Rico—Some of the most frank discussions at the annual Beet Retreat often happen in one-on-one sessions. Such was the case this year in various fireside chats titled Setting the Aperture for a Consumer-Centric TV, including a frank discussion about advanced television between Adam Gerber and Dave Clark. The short summary of their […]

 

As SVOD Booms, Ads Must Excel: Comcast’s Bremond

LONDON — If ads and subscription payments sit on two sides of the media see-saw, the trick is in getting the balance right. Whilst many broadcasters are now keen to copy Netflix’s subscription model, what could be the impact on ad sales? “There’s maybe less premium content available for the ad sales team to monetize,” […]

 

Comcast’s Clark Discusses The Challenges Facing ‘TV As A Platform’

SAN JUAN, Puerto Rico—Why can’t TV behave more like the platforms do? That is the question buyers have, and that’s where technology can help by relieving some of the unwanted friction that now exists in the world of cross-platform video advertising, says David Clark. In this interview at Beet Retreat 2018, the EVP of Advanced […]

 
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