In The News

  • AE Aces Campaign for Private School Rebrand

    Tuesday, Aug 29, 2017 - 08:40

    Originally appeared in Media $ales Today, by Courtney Huckabay,  August 29, 2017 Challenge: Newly acquired private school needs to rebrand     Comcast Spotlight AE Ana Jimenez connected with a private school in Monterey, Calif. that had been acquired recently. It housed grades K-8 but would be adding preschool classes. This school had a few challenges. They were marketing during the off season, changing the name of the school, rebranding AND promoting enrollment. J

  • Akamai, Comcast Spotlight, comScore, FreeWheel, and Turner Join Next TV as Sponsors

    Thursday, Aug 3, 2017 - 12:52

    Originally appeared in Broadcasting & Cable, August 3, 2017 Akamai, Comcast Spotlight, comScore, FreeWheel, and Turner have signed on to Next TV Summit New York City as sponsors, B&C parent NewBay Media announced Thursday. The event, which is set for Oct. 18 at the Sheraton Times Square, takes place as part of NYC Television Week. “Next TV provides attendees and sponsors the unique opportunity to connect and learn,”

  • Comcast Spotlight, Viacom, TiVo, comScore, WideOrbit Join 2017 Advanced Advertising Summit as Sponsors

    Wednesday, Aug 2, 2017 - 08:30

    Originally appeared in Broadcasting & Cable, August 1, 2017 Comcast Spotlight, Viacom, TiVo, ComScore and WideOrbit are among the sponsors who have joined the 2017 Advanced Advertising Summit in New York City. The event, which will explore the impact of data and automation on TV advertising, takes place Oct. 18, 2017 at the Sheraton Times Square as part of B&C parent NewBay Media’s NYC Television Week. The full list of current summit Gold sponsors

  • Comcast Launches Advanced Advertising Group

    Tuesday, Jun 20, 2017 - 11:13

    By: Jeff Baumgartner, Multichannel News on June 19, 2017 Comcast has introduced an Advanced Advertising Group that also includes Comcast Spotlight, the company's advertising sales division.  Comcast, which timed the announcement with Cannes Lions, also announced that David Clark, the former president of The Weather Channel, will be joining the company next month as executive vice president and general manager, Advanced Advertising, Clark, who will join Comcast next month and report

  • Comcast Promotes Marcien Jenckes to President, Advertising

    Monday, May 8, 2017 - 08:58

    By: Jeff Baumgartner, Multichannel News on May 5, 2017   Comcast Cable has promoted Marcien Jenckes to president, advertising, where he now heads up all of the company’s advertising assets and businesses, including Comcast Spotlight. Word of Jenckes’s new role at Comcast has been circulating for weeks, but is now confirmed by his updated bio on Comcast’s corporate web site. Jenckes most recently was EVP, consumer services at Comcast Cable, where he oversaw the co

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

In the News

Thu, 02/18/2016 - 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 time where you could count viewing options on your fingers. Effectively everyone watched the same shows at the same time: young, old, urban, suburban, men, women, liberal, conservative. You could always hit a bullseye because the target was so large.

Not today. The very nature of television has undergone a transformation. Beyond the growth of "traditional" networks airing shows at specific times, video on demand and streaming content means that "watching TV" might not involve a TV at all. Conversely, TVs are being used to watch content that may not come from a traditional network. Most consumers fall along the continuum between those ends, mixing and matching content and devices to fit their needs.

So, where is the bullseye for a specific campaign or candidate? Or, more accurately, where are thebullseyes? The difference between success and failure often comes down to who best builds a coalition of voting blocs. Those blocs may be motivated by very different issues, and, as such, have very different tastes in content and ways of consuming it.

Some might see that as an obstacle, but we suggest it presents an unprecedented opportunity. It unquestionably requires putting hard work into finding the right audiences and delivering relevant messages, but the payoff is enormous.

To read the full article, visit The Hill.

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