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

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

In the News

Tue, 03/08/2016 - 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. population. The well-known results: those who listened to the debate on radio generally felt Nixon won. But on TV, the contrast between the young, vivacious Kennedy and Nixon, pale and underweight from a recent hospital stay, led viewers to the opposite conclusion.

The debate marked a sea change in the way visuals influenced the electorate, and thus campaign strategy. I believe we are at a similar inflection point today, as research and advanced data analytics are poised to reshape political strategy for the foreseeable future.

Television wasn’t entirely new to the 1960 election: Dwight Eisenhower ran what’s credited as the firstpolitical television spot advertising campaign eight years earlier. Nor were debates themselves new. But with television adoption reaching critical mass in U.S. households, those trends converged to shift the dynamics.

In 2016, we see parallels in political marketing. Certainly, research and analytics have been at the core of advertising strategy for decades. What’s new is the amount and depth of data, and technology that allows it to be segmented in seemingly endless ways.

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