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.
  • What Makes A Commercial “Good”?

    Submitted by Nicholas Olsen

    Jul 25, 2017 - 11:37

    A commercial is effective when the audience remembers the ad, but more importantly, they remember the brand and message behind the ad. As a creative lead for our California region, working with clients to bring their business to life on TV and online,  I'm often asked what makes a commercial good so here are my 5 essential elements to a setting yourself up for success:   1. If the creative works, then it’s good creative. You can’t argue with results. A commercial doesn

  • Cable Shines with the 2017 Primetime Emmy® Award Nominations

    Submitted by Brian Harder

    Jul 17, 2017 - 03:26

    The 2017 Primetime Emmy® Award nominations came out last week and cable networks had an impressive showing, for sure.  FX led the pack with 54 nominations, beating out popular networks like ABC with 34, CBS with 29, FOX with 21, Hulu with 18, and PBS, once considered the best at quality programming, only had 11 nominations.  Additionally for cable, National Geographic received 15 nominations, AMC got 11 and A&E and BBC America both were nominated for 10 Emmys®. Cable is well r

  • Trend Insights: Small Business Websites can be Integral to Marketing Success

    Submitted by Staff

    Jul 11, 2017 - 10:01

    These days, the majority of small businesses have a website and if they don't, they should as consumers either find businesses through them or look up a business's website after learning about them.   Driving traffic to websites via various marketing channels is one thing, but what about that important first impression once they've arrived? In our latest Trend Insights report, we look at how important it is for small businesses to have a well-maintained website that leaves a lasting

  • Take a Bite out of the Competition with Sharks—and more July Advertising Opportunities

    Submitted by Staff

    Jun 20, 2017 - 02:07

    While they may be ideal for vacations and leisure, summer days are no time to take your eye off the ball when it comes to building your brand. With cable TV continuing to crank out great original programming, it’s actually an ideal opportunity to keep pushing ahead with your multi-screen video advertising strategy. We’ll lead off a look at July with one of summer’s most anticipated television stunts, Discovery’s annual Shark Week. Beginning July 23, the 29th annual spectacle will feat

  • Released: NFL Schedule Includes Nearly 40 Monday, Thursday and Saturday Prime-Time Match-Ups

    Submitted by Staff

    Jun 6, 2017 - 11:09

    The NFL is the most powerful brand in sports, representing a legion of sports fans who are dedicated, passionate and deeply committed to the game of football. These fans bleed their teams’ colors and seldom miss a game. When they’re not tailgating or at the game, they’re watching at home or on the go…..on TV, tablets or smart phones and often more than one at a time! Recently, the NFL has announced the 2017 schedules for all 32 teams and some of the best matchups are already the topic

Webcast Recap: Fragmentation as Friend, not Foe

Submitted by Stefanie Smentek

November 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, you can view the complete webcast below.

Keith Camoosa, Senior Vice President of Consumer Intelligence at Warner Brothers, kicked off the panel discussion by exploring audience-based buying and how it differs from the current TV-buying model. He also discussed how to determine budget allocation between audience-based and content-based tactics.

Next, Jim Nail, Principal Analyst at Forrester Research, explained the relationship between programmatic and audience-based buying—including how they differ—and shared his insights into how buying will work differently for TV than it has for digital media.

Justin Evans, Comcast Spotlight’s Vice President, Principal Data and Research Strategist, shared how advertisers can use audience fragmentation to their advantage.  Justin also explained how audience-based buying can find new value in the TV marketplace.

Andrew Feigenson, Senior Vice President of Ad Platforms and Networks at Nielsen, talked about the best ways to measure multi-screen, audience-based campaigns, and shared what type of consumer data is available for these audience-based buys and what the future will look like for measurement.

Our panel also addressed “hot topics,” including how audience-based buying will change the skills needed by buyers and planners at agencies, how it can generate more impressions at the same level of investment and how this transition will shape up.

To hear what our panel of industry experts had to say on these topics and questions, check out the full webcast below. You’ll also hear their answers to questions that came in from our attendees asked during the live Q&A portion of the webcast. You can  download the webcast slides here.

Webcast Recap: Fragmentation as Friend, not Foe