Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

 
 

Comcast’s Zapata: Data-Driven Outperforms Constricted TV Buys

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 […]

 
 

Collaboration Can Overcome Fragmented Audiences: Comcast Cable President Marcien Jenckes

Can industry optimism and collaboration defeat fragmentation? From the viewpoint of Marcien Jenckes, the answer is a resounding yes. Jenckes, who is President, Advertising, Comcast Cable believes now is the time to be very optimistic about what premium video can be. “It is the best way for marketers to reach their audiences. We’re coming off […]

 
 

Mobiles Are Now Subscribers’ TVs & DVRs: Comcast’s Strauss

In the age of smart glass everywhere, what’s the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company’s video services SVP and GM Matt Strauss tells Beet.TV how the […]