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.
  • 5 Tips on Getting Video Advertising Right

    Submitted by Sakshi Thinda

    Feb 22, 2017 - 08:50

    People who know I work in the advertising business often ask what makes for a successful campaign and what it really takes to create an effective television ad. Here are five easy steps you can take to make sure you can convey your message with instant credibility. 1. Keep Your Message Focused Define your purpose of advertising, what problems are you trying to solve, and what a successful campaign would look like. Be specific and focus on one issue instead of trying to resolve multiple.

  • Get Your Business Ready for Spring with Advertising Opportunities Like These

    Submitted by Chris Ellis

    Feb 13, 2017 - 09:34

    Spring is drawing ever closer, with longer (and warmer) days ahead. Whether your business is a hardware store ready to sell spring gardening supplies, a restaurant looking to welcome diners suffering a bit of cabin fever or a sporting goods store with plenty of equipment for weekend warriors (or an urgent care facility for those who took the weekend warrior idea a bit too seriously), Comcast Spotlight has opportunities to reach your audience, with TV and digital advertising. Leading things of

  • Four Questions Every Local Business Should Ask When Creating an Advertising Campaign

    Submitted by Sarann Jennings

    Feb 8, 2017 - 09:24

    Overseeing the advertising strategy for a local business isn’t easy. Whether it’s your primary job or one of many responsibilities on your plate, it entails balancing your creative vision with your budget, and trying to stay up on trends while sticking to tried and true promotion strategies. It’s a lot. Over the years, we’ve worked with hundreds of local businesses like yours. Here’s the good news: The businesses with the most successful advertising campaigns are those that

  • Trend Insights: New Consumer Electronic Trends for 2017

    Submitted by Brad Adgate

    Feb 6, 2017 - 09:37

    What are some of the trends in consumer electronics that may have a significant impact on media and advertising? We examine five trends to watch in our latest Trend Insights report, which you can download by clicking the image below.

    Tags: research
  • March Brings an Opportunity for Marketers to Score Points with Basketball Fans

    Submitted by Dennis Marshall

    Feb 2, 2017 - 03:39

    Beginning March 14, college basketball fans from coast to coast will gather around screens large and small to watch their favorite teams compete in the college basketball tournament. Because tournament teams face “one-loss-and-you’re out sudden death” with each round, no one wants to miss a minute of the action. In fact, according to an article on The American Gaming Association says about 40 million people will fill out more than 70 million tournament brackets

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