In The News

  • 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

  • HitsMeUp Brings Music Fans Closer to their Favorite Artists

    Wednesday, Feb 8, 2017 - 08:15

    New Online Music Video Experience Offers Exclusive Video Content from Top Artists; Big Machine and Warner Music Nashville Among First Record Labels to join HitsMeUp NASHVILLE (February 8, 2017) – HitsMeUp is a new online platform and app launching March 3, 2017 that will give music fans access to exclusive content from their favorite artists, including music videos, behind-the-scenes coverage, live streaming concerts, exclusive interviews, special announcements, contests and giveaways, and

  • HitsMeUp, New Video Platform Founded by Nashville Music Vets, Announces March Launch

    Wednesday, Feb 8, 2017 - 07:14

    Big Machine and Warner Music Nashville are among the first labels to join the new service. HitsMeUp, a new digital platform for music videos with exclusive behind-the-scenes content, live streamed concerts, interviews and more, has announced its March 3 launch. The new service will also have exclusive channels from record label partners that thus far includes the Big Machine Label Group (Taylor Swift, Florida Georgia Line, Reba and Thomas Rhett) and Warner Music Nashville 

  • 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

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