Effectv, The New Comcast Spotlight, Focuses On Outcomes: Weaver

Years after it launched as Comcast Cable’s TV ad sales unit, Comcast Spotlight is rebranding in a move that disassociates it from the Comcast name but provides a new focus on ad outcomes. The new name, Effectv (“ef-fec-tiv”), is aimed at accentuating the unit’s ability deliver measurable ad results for brands across screens. In this […]

 

Going Deep at the #BeetRetreat 8.7: 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 […]

 

Audience Segments Are Empowering Local Advertisers: Comcast Spotlight’s Brendan Condon

Contrary to some thinking, local advertisers quite often know who their existing and potential customers are. They just don’t always know how best to reach them, but local audience segments that weren’t available three years ago are helping to solve that. “The local marketers are some of the most sophisticated marketers that you’ll find out […]

 

Comcast Spotlight Enhances Local TV Attribution Via Website Tagging

Comcast Spotlight is bringing more bottom-funnel advertising attribution to local television by showing advertisers how many incremental website visits their campaigns generate. “Attribution measured at the local level is a challenge for anybody because your sample sizes get terrible when you’re trying to do measurement at the local level,” says VP of Data Strategy Justin […]