Educational Resources

    • Take 5

      Thought leaders share their insights about the issues shaping the media and marketing landscape during live, interactive webcasts.

    • Research

      Our team puts data and insights to work for your business, identifying the right audiences reaching them on TV and digital platforms.

    Take 5

    For Your Future

    The media and marketing landscape is ever changing. New technologies and trends keep even the most experienced professionals on their toes. That’s why we’ve developed our award-winning Take Five for Your Future webcasts. We bring together thought leaders and industry experts to share insights and analysis about a topic of interest during a live, interactive webcast.

    • Automating and Optimizing Local TV Planning: Can We Bring the Best of Digital Planning to TV?

      Posted: November 4, 2015

      For the past several years, digital advertisers have enjoyed the ability to reach consumers across hundreds of fragmented web sites, using automated buying and planning to target them with relative ease and efficiency. But what if advertisers could more effectively use data automation to plan and execute their local cable schedules as well? Watch this brief video to learn about a new approach that automates and optimizes the process--maximizing consumer impact, effectiveness, reach and targeting.

      To learn even more, watch the full archived webcast by clicking the "View Webcast" button featuring a panel of media and advertising experts, including Karen Agresti, EVP Director of Local Investments at Trilia/Hill Holliday, Ken Nippes, SVP, Media Director at Cramer-Krasselt, Joy Baer, President at Strata, Andrew Capone, SVP, Marketing and Business Development at NCC Media, and Mark Altschuler, VP, National Advertising Sales at Comcast Spotlight, that discussed new paradigms for planning local TV campaigns.

    • Advertiser Success Stories: Multi-Screen Campaigns that Produce Results

      Posted: June 3, 2015

      Maximizing ROI is a challenge faced by every marketer. How do you integrate TV and digital advertising to get the most effective bang for your buck? Watch the video to learn how multi-screen campaigns can be developed to help businesses, across a variety of industries, achieve their goals.

      To learn even more, watch the full archived webcast by clicking the "View Webcast" button and you’ll hear from a panel of Comcast Spotlight advertisers that shared how they successfully combined television and digital advertising to achieve their company’s goals through tailored campaigns that included geographic targeting, I+ and the use of video online.

    • Impressions vs GRPs: Is CPM the New Currency for Buying Local TV?

      Posted: April 2, 2015

      For decades, “ratings” and “cost per point” have been the default metrics for planning and buying local TV. Each year along the way, advertisers, agencies, and media sellers alike waited for a new process to evolve. Now, though, we’re really beginning to see that transformation taking shape. Watch this brief video to learn how impressions-based buying and CPMs is better suited for a fragmented, multi-platform video landscape.

      To learn even more, watch the full archived webcast by clicking the "View Webcast" button and you’ll hear from a panel of experts including Janice Finkel-Greene, EVP, Director of Audience Buying Analytics at Magna Global, Matt O’Grady, EVP & Managing Director, Local Media at Nielsen and Nick Garramone, SVP, Research and eBusiness Operations at NCC Media discuss the pros and cons of using targeted impressions for buying local TV advertising from industry experts.

    • Liquid Creative: Designing Campaigns that Flow Across Screens

      Posted: November 19, 2014

      The ability to reach consumers with messages across many screens presents a new challenge to creative directors: how do you design a coordinated and cohesive consumer experience across television, online, tablet, mobile and social media--while taking advantage of the powerful features each platform has to offer? Watch this brief video to learn about the latest industry trends and best practices for utilizing creative on different screens.

      To learn even more, watch the full archived webcast by clicking the "View Webcast" button and you’ll hear from a panel of experts including Chris Jacobs, SVP, Executive Creative Director at Cramer-Krasselt, David Cole, VP, Sales and Business Development at Mixpo and Mark McKee, SVP, Global Marketing & Strategy at The Videology Group and Brian Unflat, Creative Director, at The New Group share their insights on how you can leverage your creative for multiple screens.

    • Targeting Consumers with Video Across Multiple Screens

      Posted: September 4, 2014

      Video is everywhere. The powerful combination of sight, sound and motion--once available only on the living room TV--now reaches consumers everywhere they go and on every screen they use……on TV, online, on demand, on the phone or on a tablet. And marketers are following consumers’ lead by supplementing their TV campaigns with targeted video ads across multiple screens. In fact, a recent study by Forrester Research found that 68% of advertisers believe agencies will begin planning video holistically across all video options within the next three years. Similarly, 82% of agencies rank the ability to target ads as the most important capability of video buying in the future.* Watch this brief video to learn about how marketers are supplementing their TV campaigns with targeted video ads across multiple screens.

      To learn even more, watch the full archived webcast by clicking the "View Webcast" button to hear a panel of experts including Jim Nail, Principal Analyst at Forrester Research, David Hallerman, Principal Analyst at eMarketer and Tracy Lewis, Sr. Director, Sales Strategy & Development at Comcast Spotlight share their thoughts on how to overcome these fragmentation challenges and turn them into opportunities.

      *Forrester Research, December 2013

    • Using Video to Drive Auto Sales and Profitability

      Posted: April 3, 2014

      Car buyers often research their choices online before they even set foot in a dealership....causing dealers to focus on digital lead conversion as the primary metric for marketing success. But recent studies show that the use of electronic media, such as TV and online video, as part of a dealer's upper-funnel marketing strategy can have a big impact on lower-funnel lead conversion results. Watch this brief video to hear how top dealers, dealer groups and agencies are using video to dramatically improve their digital lead conversion--improving local sales effectiveness and franchise value.

      To learn even more, watch the full archived webcast by clicking the "View Webcast" button to from a panel of experts including Larry Bruce, President & CEO of Online Drive, Kevin Kowalick, Director of Automotive in Comcast Spotlight’s Eastern Division, James Dykstra, Automotive Sales Manager in San Francisco for Comcast Spotlight, Michael J. Nealy, President of Team One and Bret Rice, Senior Director of Research for the Eastern Division of Comcast Spotlight, share their thoughts on how a multi-screen video strategy can be used to increase automotive sales.

    • Mad Men 2013: How Agencies are Adapting to the Times and Trends of a Multi-screen World

      Posted: October 30, 2013

      The media landscape continues to evolve at a rapid pace. Consumers, and the video they watch, are increasingly fragmented across multiple devices. But how are agencies changing internal processes--as well as media their planning, buying, account and creative teams--to better serve clients in this new environment? Watch this brief video and learn about the results of a new nationwide survey of agency executives.

      To learn even more, watch the full archived webcast by clicking the “View Webcast” button to hear from a panel of experts including John Collins, Managing Director, Broadcast & iTV at Media Storm, Mike Donahue, EVP, Strategic Partnerships at the American Association of Advertising Agencies (4A’s), Greg Siano, EVP, Director of Media Services at The Tierney Agency, Ken Nippes, Vice President/Media Director at Cramer-Krasselt and Chip Meehan, VP, Content Partnerships at Comcast Spotlight, share their thoughts on the future of advertising agencies and how they will adapt to the changing media landscape.

    • Big Data: The Data-Driven Media Plan

      Posted: August 28, 2013

      The success of 2012 Obama Presidential campaign proved that large amounts of data from a variety of sources can be combined to micro-target critical voters in critical locations. But can big data provide the same results for consumer marketers? Watch this brief video to hear how marketers are matching data from a variety of sources to increase the efficiency and impact of their ad campaigns.

      To learn even more, watch the full archived webcast by clicking the “View Webcast” button to hear a panel of experts including Helen Katz, SVP, Director of Research at Starcom Mediavest Group, Dan Stein, Senior Vice President at Crossix Solutions and Andrew Ward, Group VP, National Sales for Comcast Media 360, share their thoughts on how marketers are matching data from a variety of sources to increase the efficiency and impact of their ad campaigns.

    • The Marketing Muscle of Sports

      Posted: March 13, 2013

      Savvy media professionals know that sports isn'’t “just another” program genre. It’s an important part of American life with an appeal that extends across age, gender and geography--reaching large, passionate audiences. In fact, last summer’s coverage of the London Olympics was the most-watched event in U.S. television history. Watch this brief video to hear from experts about why the London Olympics were such a success, and learn how sports can be an especially effective marketing tool for advertisers.

      To learn even more, watch the full archived webcast by clicking the “View Webcast” button to hear a panel of experts including John Miller, Chief Marketing Officer at NBCUniversal Television Group and Head of NBC Sports Agency, Stephen Master, Senior Vice President of Sports at The Nielsen Company and Mike Wall, Regional VP/GM at Comcast Spotlight, discuss how advertisers are using sports to target consumers.

    Take 5