Comcast Spotlight Take Five

We hope you had a chance to attend our Take Five for Your Future webcast, “Putting Fragmented Audiences Back Together Again: A Look at Video’s Audience-Based Future,” on October 26. Our panel of media and advertising experts shared their thoughts on how technology and analytics can assemble audience groups that have splintered to create campaigns that are more targeted, efficient and effective than ever. If you couldn’t join us, or want to review some of the information again, this is the full webcast recording.

Keith Camoosa, Senior Vice President of Consumer Intelligence at Warner Brothers, kicked off the panel discussion by exploring audience-based buying and how it differs from the current TV-buying model. He also discussed how to determine budget allocation between audience-based and content-based tactics.

Next, Jim Nail, Principal Analyst at Forrester Research, explained the relationship between programmatic and audience-based buying—including how they differ—and shared his insights into how buying will work differently for TV than it has for digital media.

Justin Evans, Comcast Spotlight’s Vice President, Principal Data and Research Strategist, shared how advertisers can use audience fragmentation to their advantage. Justin also explained how audience-based buying can find new value in the TV marketplace.

Andrew Feigenson, Senior Vice President of Ad Platforms and Networks at Nielsen, talked about the best ways to measure multi-screen, audience-based campaigns, and shared what type of consumer data is available for these audience-based buys and what the future will look like for measurement.

Our panel also addressed “hot topics,” including how audience-based buying will change the skills needed by buyers and planners at agencies, how it can generate more impressions at the same level of investment and how this transition will shape up.

To hear what our panel of industry experts had to say on these topics and questions, watch the full webcast . You’ll also hear their answers to questions that came in from our attendees asked during the live Q&A portion of the webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

We hope you had a chance to attend our Take Five for Your Future webcast, “Awareness to Action: The Critical Role Video Plays in Driving Web Traffic and Social Engagement,” on May 25. If you couldn’t join us, or want to review some of the information again, you can view the complete webcast now.

A panel of media and advertising experts shared their thoughts on the power of video to drive engagement with brands and their digital assets and we reviewed the results of two studies that reveal the important role TV and online video plays in moving consumers down the purchase funnel from awareness to action.

Sean Cunningham, President & CEO of the Video Advertising Bureau, kicked off the discussion by reviewing the results of the VAB report, “Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands.” This report took a look at 125 brands, of all sizes, across six categories (restaurants, retail, travel, telecommunications/location-based mobile apps, financial, insurance) that represented more than $30 billion in TV advertising.

Next, Natasha Hritzuk, Vice President of Client Insights and Content Partnerships Research at Turner, shared the results of a recent study they conducted in partnership with 4C to better understand and quantify the impact of television advertising on social media brand engagement.

Lastly, Andrew Capone, Senior Vice President, Marketing and Business Development at NCC Media, talked about the role of TV advertising in each stage of the purchase funnel and how it has changed with the evolution of video consumption.

To hear the results of the VAB and Turner studies and what our panel of advertising and media professionals had to say on these topics and questions, listen to the full webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

Your TV and digital video advertising may be doing a lot more than you’re giving it credit for. The ability of video to generate brand awareness has long been recognized, but recent studies also point to the critical role it plays in generating social conversation and increasing web visits and transactions.

Watch this brief video to learn about the important role TV and digital video plays in moving consumers down the purchase funnel from awareness to action.

We hope you had a chance to attend our Take Five for Your Future webcast, “16 Questions Facing Media Pros,” on March 16. If you couldn’t join us, or want to review some of the information again, you can watch the complete webcast here.

A panel of media and advertising experts shared their thoughts on the most pressing issues facing the industry this year. We reviewed the results of an industry survey that we conducted earlier this year, asked the panelists weigh in on the topics covered in the survey, and invited the webcast audience to take part in live polls about them. In addition, we compared these results to a similar survey we conducted three years ago to see how our industry is evolving.

Carol Chung, SVP Media Technology at DigitasLBi, kicked off the discussion by sharing her thoughts on how media buying across screens will change at agencies as video consumption across multiple screens continues to increase.

Next, Amy Garfinkel, SVP, Director of Investment and Activation at Mediavest, gave her thoughts on which buy-side stakeholders are best positioned to deploy media campaigns that leverage addressable TV, video on demand, interactive TV and multi-screen integration.

Our Senior Director Corporate Research & Media Insights, Brad Adgate, weighed in on the shift in media currency from cost-per-point and GRPs to cost-per-thousand and impressions as cross-platform buys continue to increase. Later in the webcast, he also discussed the importance of measurement for these buys for the industry.

Next, both Jeff Jones, Director of Media Services at McCulloch+Company and Mary Meder, President at Harmelin Media addressed the hot topic of programmatic, and when they thought it will play a bigger role in TV buying.

The panel also addressed some of the biggest topics online advertising is currently facing – including ad blocking and ad fraud – and more importantly, how to combat them.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

In January 2016, we asked advertising and marketing professionals from across the U.S. to share their thoughts on some of the most pressing questions they’ll face over the next year. From addressability to ad fraud, and measurement to media currency, learn what your peers and experts have to say as they look into the media crystal ball for the remainder of 2016 and beyond in this brief video.

We hope you had a chance to attend our Take Five for Your Future webcast, “Automating and Optimizing Local TV Planning” on November 4. If you couldn’t join us, or want to review some of the information again, you can watch the complete webcast now. A panel of media and advertising experts discussed how advertisers could more effectively use data automation to plan and execute their local cable schedules, similar to how they buy digital.

Joy Baer, President at STRATA, kicked off the informative discussion by talking about how data-driven, audience-based buying improved the digital buying and planning process. She also talked about the importance of new automation tools integrating with the industry's legacy inventory management systems.

Next, Ken Nippes, SVP, Media Director at Cramer-Krasselt, discussed how data-driven buying can work for the local TV buying and planning process and how automation tools can better reach specific audience segments.

Andrew Capone, SVP, Marketing and Business Development at NCC Media, discussed how “bundled” impressions across networks can work for local spot TV media buys, effectively reaching fragmented audiences.

Karen Agresti, EVP Director of Local Investments at Trilia/Hill Holliday discussed how automation delivers efficiency to benefit both buyers and sellers and shared her “wish-list” for an audience-based buying platform for local TV.

Rounding out our panel was Mark Altschuler, VP, National Advertising Sales at Comcast Spotlight, who explained that local and regional spot TV advertisers can benefit from audience-based automation in the buying and planning process and how such tools can improve their return on their investment.

Andrew and Mark also discussed how NCC Media, in partnership with Comcast Spotlight, are bringing automated targeting to the local spot cable marketplace with a solution called “Audience Plus.” They discussed the features and benefits of the new platform, before we spent the final minutes of the webcast taking questions from our live audience.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

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.

We hope you had a chance to attend our Take Five for Your Future webcast, “Advertiser Success Stories: Multi-Screen Campaigns that Produce Results” on June 3. If not, you can watch the full webcast here.

A panel of Comcast Spotlight advertisers talked about how they successfully combined television and digital advertising to achieve their company’s goals. Webcast attendees got insight into the advertisers’ business needs and how custom multi-screen advertising solutions were crafted to reach their target audiences. Attendees also learned how each business experienced a measurable impact from multi-screen advertising.

The panel shared a wide array of solutions that were used to meet their specific goals. Geographic targeting honed in on audiences for many of the businesses, while some also used Comcast Spotlight’s I+ platform to reach satellite and telco subscribers in addition to those who subscribed to XFINITY from Comcast. The advertisers also shared that a strong online presence increased reach, awareness and recall. Online video was particularly beneficial: in-banner and pre-roll video enhanced advertisers’ television campaigns and offered a cost-effective way to re-purpose creative elements and reinforce the brands’ messages.

Attendees also gained insights into how a digital campaign can complement a television one through geographic targeting that matches the neighborhood-level precision of geo-targeted TV advertising.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

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 this brief video to learn how multi-screen campaigns can be developed to help businesses, across a variety of industries, achieve their goals.

We hope you had a chance to attend our Take Five for Your Future webcast, “Impressions vs. GRPs: Is CPM the New Currency for Buying Local TV?” on April 2nd. Our panel of experts discussed the pros and cons of using targeted impressions for buying local TV advertising. If you couldn’t join us, or want to review some of the information again, you can view the complete webcast now.

Janice Finkel-Greene, EVP, Director of Audience Buying Analytics at Magna Global, kicked off the lively panel discussion by sharing her thoughts on how a shift to impressions-based buying could help advertisers address the increasing fragmentation of audiences and make it easier for advertisers to combine multiple markets in a single buy. Additionally, Janice discussed how this would enable a more efficient buying process for local broadcast and cable inventory.

Next up, Matt O’Grady, EVP & Managing Director, Local Media at Nielsen, talked about how qualitative data, layered on top of impressions-based buying, could precisely target consumers. Matt also shared his thoughts on how a shift to an impressions-based trading model could make local TV more comparable to other media for buying and measurement purposes.

Rounding out the panel was Nick Garramone, SVP, Research and eBusiness Operations at NCC Media, who talked about how this shift in buying could impact an advertiser's ability to measure audiences on a sub-DMA and local zone level, as well as his thoughts on the various options of media currency.

The panel also engaged in a roundtable discussion about the obstacles standing in the way of this media buying shift to impressions for local broadcast and cable advertisings in addition to how advertisers would benefit from a shift from GRPs to impressions. They also all shared how their companies are working to ensure that impressions-based buying is reliable, stable and consistent for advertisers before we opened it up to our live audience for questions.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive