In The News

  • For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars

    Tuesday, Dec 6, 2016 - 11:37

    By: Steve Ellwanger, Beet.TV Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, Alabama, the media world was analog only. “Trying to launch a digital-like solution like addressable on the back of an analog architecture was a

  • Addressable TV Is A ‘Tactic That’s Evolving’: Comcast’s Kevin Smith

    Monday, Dec 5, 2016 - 11:37

    By: Steve Ellwanger, Beet.TV Whether the subject is Nielsen ratings, video on demand or addressable television advertising, communications giant Comcast is all about the “macro experience” for consumers and advertisers. This holistic approach to the rapidly evolving entertainment landscape comes across loud and clear from Kevin Patrick Smith in a panel discussion at the recent Beet.TV Retreat 2016. Prompted by panel moderator Ashley J. Swartz, CEO and Founder of Furious Corp., to refle

  • Worldwide Business with kathy ireland Highlights Comcast Spotlight’s Innovative Television and Digital Video Advertising Methods

    Friday, Apr 15, 2016 - 09:41

    Company Executives Discuss Innovative Advertising Solutions Tune into Bloomberg International as sponsored programming on Sunday, April 17, 2016. See market-by-market listings below. Los Angeles, CA – April 14, 2016 – Worldwide Business with kathy ireland® announces an exclusive interview with executives from Comcast Spotlight, a leading innovator of television and digital video advertising technology and products to help marketers reach their ideal audiences. Rick

  • You Say You Want A Revolution? Data And Analytics Are Transforming Political Marketing

    Tuesday, Mar 8, 2016 - 11:11

    By: Dan Sinagoga, appeared in Campaigns & Elections on March 8th, 2016   September 26, 1960. If you immediately recognized that as a date that had a profound impact on U.S. electoral history, you qualify as a political junkie. In case that date didn’t immediately ring a bell, I’ll remind you: John F. Kennedy and Richard M. Nixon squared off in the first nationally televised political debate, drawing an audience of roughly 80 million, or half the U.S

  • The New Key to Political Advertising Success: Go Small or Go Home

    Thursday, Feb 18, 2016 - 02:07

    By Dan Sinagoga, appeared in The Hill on February 8th, 2016 That's not a misprint in the headline. Go big or go home may be the cliché, but think of a dart board—hitting the smallest space yields big points. Increasingly, we see the same thing when it comes to successful political marketing (all marketing, for that matter). You needn't be an industry veteran to remember when political campaigns focused on three things in television advertising: news, news and news. It worked at a t

For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars

In the News

Tue, 12/06/2016 - 11:37

By: Steve Ellwanger, Beet.TV

Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade.

Back in 2006, when Comcast first debuted addressable ads in Huntsville, Alabama, the media world was analog only. “Trying to launch a digital-like solution like addressable on the back of an analog architecture was a little like pushing a string,” Ward says during a panel discussion at the recent Beet.TV Retreat 2016.

Now Ward is Group Vice President of Comcast 360 Media, which helps advertisers manage digital convergence across the full scope of Comcast’s multi-platform media properties. His dry humor on full display during an interview by moderator Tim Hanlon of The Vertere Group, Ward says there was “a fair degree of separation of church and state” between the advertising and distribution business inside Comcast.

“I remember being at an investor conference where Brian Roberts was speaking not long after I joined the company,” Ward recalls. “He said ‘well, we’re really not in the ad business.’ And I said wow this was a bad career choice on my part.”

That was because advertising was the tail on a $40 billion distribution dog. Then came Comcast's acquisition of NBCUniversal, wherein advertising became the second largest standalone business behind residential video.

Click here to continue reading and watch the full panel discussion.

For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars