Just as Comcast is dedicated to creating value for its subscribers, Comcast Spotlight is focused on creating value and opportunity for advertisers assembling the specific audiences our clients need to reach, even as the media landscape continues to become more fragmented.
We've created an advertising marketplace where both large and small businesses can leverage our multi-screen (TV and online) capabilities, the ability to precisely target advertising based on geographic and demographic data, the most insightful marketing intelligence and the most innovative promotional opportunities. This approach — and the infrastructure behind it — allows us to create customized and compelling solutions for each advertiser.
While this is our overall vision, the strategies below help guide our ability to serve our customers and innovate for our advertisers:
Comcast Spotlight partners with other cable companies and television providers (like satellite and telephone companies) in many markets to form interconnects that make buying local advertising easier. Advertisers can now reach most or all “pay TV” homes in a market with one-stop shopping. —. Comcast Spotlight's infrastructure of standardized interconnects provides a consistent buying experience in multiple markets. Comcast Spotlight has more interconnects than any single broadcast group has owned-and operated-stations
Cable network brands are some of the most valuable and recognizable brands today. Advertisers can take advantage of the great affinity viewers have for their favorite networks and shows and combine that with the growing trend of “media multitasking”—doing things like checking e-mail online while watching television to. tailor robust marketing campaigns that leverage the connection between viewers and their favorite programs.
Comcast Spotlight has created an offering of 50+ consistent networks across our interconnects, allowing advertisers to buy the same networks across multiple markets. Standardized network offerings across markets reinforce Comcast Spotlight's commitment to creating a cable advertising model that better meets the needs of today's media community.
Comcast Spotlight collaborates with other cable companies and the top names in media research to standardize national measurement practices that demonstrate the value of local cable advertising. Comcast Spotlight subscribes to quantitative, qualitative and business intelligence research tools such as Nielsen Media Research, Scarborough Research and Mediamark Research Inc. in order to target audiences precisely.
Comcast Spotlight provides advertisers with the ability to customize messaging to target audiences across key markets through advanced geographic and demographic segmentation capabilities. Specifically, Adtag™ and Adcopy™ allow advertisers to segment the market by sub-DMA criteria — geographic, demographic, or psychographic — using aggregate data. Adtag and Adcopy boost the efficiency of a cable buy and are exclusive to cable advertising. This ability to geographically target messages at the sub-DMA level is also now available on our online advertising platforms, offering a powerful synergy to local market advertisers: delivering the same messaging on television and online to the same neighborhoods.
Comcast Spotlight also offers advanced advertising technologies such as interactive television (iTV), providing qualified leads, deeper engagement and detailed metrics to help quantify the return on investment.