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.
  • October Brings Scary Good Advertising Opportunities as Halloween and Fall Approach

    Submitted by Brian Harder

    Sep 13, 2017 - 09:12

    (All Times Eastern) - The smell of fall is in the air.  The leaves are raked and the garden is put to sleep for the season.  Summer chores and summer fun (sniff) are coming to an end.  It’s time to grab your sweetie or your kids, maybe your pet or your favorite blanket and get ready to cozy up with these new and returning cable shows for October.  And while you enjoy your favorites, take comfort in the fact that your advertising is reaching others doing the same thing.

  • Automotive Industry Insights: Go Where the Car Buyers Are

    Submitted by Andrew Matero

    Sep 11, 2017 - 10:45

    When auto intenders kick into high gear searching for their next vehicle, there isn’t a source of information they will turn away. Whether it's reviews, consumer reports, or general internet browsing, this audience does their research online before making purchase decisions. (and provides all of the necessary components to keep your brand top of mind for auto intenders.  In fact, households are 69% more likely to visit an auto website than t

  • Insurance Industry Insights: Finding New Customers

    Submitted by Stark Townend

    Aug 28, 2017 - 10:41

    Marketers know that their consumers are accustomed to an abundance of choices. Coupled with the shortage of time in their day, consumer have the power to choose where they spend time online. Consumers interested in home, auto, and life insurance products are savvy and typically know what they’re looking for, but want the best bang for their buck. Moreover, they never completely turn off the part of the brain that wants to ensure they’re protected in the event of a disaster.  Wherever

  • Finance Industry Insights: Where the Elusive Audience is

    Submitted by Stark Townend

    Aug 17, 2017 - 12:15

    These days, audiences are accustomed to two things: 1) an abundance of choice and 2) a shortage of time in their day.  They have the power to selectively choose the web destinations they view, seeking to be entertained or informed, and in the best cases, both.  In a sea of information and content, only a handful of truly dynamic sites can capture individuals’ already strained attention spans.  Those that do are worth their weight in gold. Audiences interested in financial new

  • As Summer Comes to a Close, Your September Advertising Opportunities are Staying Hot

    Submitted by Brian Harder

    Aug 15, 2017 - 10:29

    Ah, September.  Labor Day has signaled the unofficial end of summer, kids are back in school, cooler temps start to prevail and days seem shorter.  So it’s a good thing cable TV has lots of hot programming to offer as we head into the fall to help you forget about the lost days of summer.  And with the variety of programming out there, you’ll find lots of different viewers tuning in to watch their favorites and will see your ads. So let’s take a look at what September has to

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