In Focus Blog

In Focus is Comcast Spotlight’s blog dedicated to addressing the issues that impact your business and clients. It’s a forum to hear and share different perspectives on topics including interactive television, industry research and trends, how to reach your customers, upcoming programming highlights and other industry news.
  • Webcast Recap: Fragmentation as Friend, not Foe

    Submitted by Stefanie Smentek

    Nov 9, 2016 - 11:53

    We hope you had a chance to attend our Take Five for Your Future webcast, “Putting Fragmented Audiences Back Together Again: A Look at Video’s Audience-Based Future,” on October 26.  Our panel of media and advertising experts shared their thoughts on how technology and analytics can assemble audience groups that have splintered to create campaigns that are more targeted, efficient and effective than ever. If you couldn’t join us, or want to review some of the information again,

  • ROI for Tune-in Advertising is When Ratings Beat the NTI

    Submitted by Mark Altschuler

    Feb 21, 2012 - 09:01

    The calls from advertisers and agencies for return on investment metrics is loud. Tune-in advertisers (i.e., television programmers who are promoting a specific show or series), like general-market advertisers, want to measure ROI as well. That’s why Comcast Spotlight has been measuring the performance of tune-in advertising for our multi-platform tune-in campaigns.   The results are good news for networks combining on-air, online and on-demand media in our top 20 tune in markets. U

  • Extending Your Advertising Across Online and On-Air Platforms Can Give Your Reach a Big Boost

    Submitted by Stefanie Smentek

    Nov 9, 2011 - 11:47

    We hope you had a chance to attend our Take Five for Your Future webcast, Integrating On Air and Online for Maximum Effectiveness, which took place on October 26. If you didn’t, you can view the complete webcast below. A panel of experts showed our audience how advertisers are using video online in conjunction with on-air advertising to connect with consumers and build reach for their message. Marina Klusas, Director at comScore Marketing Solutions, kicked things off by asking the question

  • Moving Beyond CPP and CPM to Cross-Platform Measurement

    Submitted by Andrew Ward

    Mar 29, 2011 - 08:55

    A lot is being made lately in the media world for the need to drive toward campaign performance metrics beyond traditional CPP (cost per point) or CPM (cost per thousand) measurement. Invariably these discussions trot out ROI (return on investment) as some distant north star envisioned as a guide to those trying to navigate the complex landscape of today's media environment.   A couple of things we know for sure are that TV viewership levels are at an all time high, and marketer

  • With Portability of Content Comes the Need for Unified Measurement

    Submitted by

    Mar 9, 2011 - 08:57

    While traveling from New York to Philadelphia by train last week, I noticed that in virtually every row someone was watching video content on a mobile device: a laptop, a tablet or a mobile phone.  I’m not sure, of course, whether it was long-form content, like a movie or a TV show, or short-form video, like what you would find on YouTube, nor whether it was being streamed or from memory - but that really is not the point.    The point is that “TV anywhere” i