TV Can Catapult D2C Brands: Comcast Advertising’s Rothwell

TV commercials may often seem like they are full of ads for traditional mainstay brands. But TV is now a medium that can drive results even for upstarts, according to a new piece of research. The Halo Effect, a report from VAB and Comcast Advertising’s Effectv, examined direct-to-consumer (D2C) and 50 other brands to discover […]

 

“We are an Audience Delivery Company,” Effectv’s James Rooke

Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. “Our roots are very much in […]

 

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 […]

 

Effectv’s Hamilton Wants To Bust Addressable TV ‘Myths’

SAN JUAN, PR – The ability for marketers to use addressable targeting in TV advertising is a step-change from the medium’s history as a mass-reach channel. So why aren’t more advertisers and their agencies taking advantage? In this video interview with Beet.TV, the national sales VP at Comcast’s ad sales unit explains. “The hesitation around addressable is […]

 

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 […]