Effectv In Focus

Companies and brands across the globe often take part in LGBTQ+ Pride celebrations . While it’s meaningful to see allyship and support from their platforms, advocacy and showcasing authentic and diverse representation are important as well. There’s a fine balance between meaningfully celebrating Pride as an organization and performative marketing that falls short.  Effectv hosted a conversation to discuss sustainable solutions for how organizations can genuinely show Pride and support the LGBTQ+ community all year long. You'll Hear From:1. Paul Martecchini, VP, Brand Marketing, Comcast Advertising 2. Jose Velez Silva, VP, Multicultural IMC Brand Marketing, Xfinity3. Ayiko Broyard, Executive VP, Group Account Director, Walton Isaacson

OVERVIEW: Healthcare technology has  become significantly more popular and pervasive throughout the past year and will continue to rise in relevancy for patients in 2021. Hospitals, practitioners, health systems, and patients now have the resources to make this  an acceptable and efficient way of practicing medicine. While healthcare technology has traditionally been used to advance care and patient outcomes, drive administrative enhancements, and comply with government regulations, there is an emerging focus on the patient-as-a-customer and technologies that amplify patient-centric interaction. Learn more about how healthcare organizations can effectively market new and evolving telehealth models and tools. You will not want to miss this!  YOU’LL HEAR FROM:  • James Rothwell, VP, Brand, Agency & Industry Relations, Comcast Advertising (Moderator) • Sarah Bast, SVP, Point of Care Lead, Publicis Health Media• Anisha Kalra, Manager, Marketing & Communications, BASS Medical Group

Overview: May is Asian Pacific Heritage month -- a celebration of the Asian and Pacific Islander community in the United States. Now, it’s more critical than ever for us to stand up for and in solidarity with the AAPI community amid the rise of anti-Asian racism and attacks throughout the country.  Companies and brands have been quick to show solidarity with the AAPI community, announcing various initiatives during the month, however, it’s also important for them to consistently advocate for authentic media representation, fight biases and tell the unique stories that explore the diverse makeup of the AAPI community.   Comcast Advertising invites you to register for our upcoming webcast to explore the Asian identity in various media endeavors and see how companies can utilize their unique positions and brands to help unbundle/reshape the misleading portraits of the AAPI community. You’ll hear from...  • Richard Lui (Moderator), MSNBC Anchor and Author of “Enough About Me”• Eirene Donohue, Writer at A&E • Dawn Lee Williamson, Head of Sales Development at Effectv• Elliot Lum, EVP, Community and Growth at the Association of National Advertisers (ANA)

OVERVIEWThe media landscape is overflowing with content and viewership trends have evolved. Meantime, advertisers in the media and entertainment industry are faced with managing the logistics of promoting TV shows and movies to their audiences amid production challenges, moving schedules, and new release strategies. But the show must go on! Learn about the future of TV show and movie production as well as the unique strategies media and entertainment-focused advertisers are using to promote content to audiences. You don’t want to miss this!YOU'LL HEAR FROM Randall Winston, Producer and Director of many beloved comedy series including Grace & Frankie, Scrubs, Cougar Town, and Spin CityJohn Collins, Managing Director, Broadcast & iTV, Media StormJames Rothwell, VP, Brand, Agency & Industry Relations, Comcast Advertising

OVERVIEWIn Focus Special Edition - Culture Conversations Black-owned small businesses have been some of the hardest hit by the Covid-19 pandemic. Learn how you can help these businesses survive and thrive in a webcast featuring several leaders discussing the importance of investment and resources.YOU’LL HEAR FROM: • Della Clark, President, The Enterprise Center• Felicia Hatcher, Co-Founder, Center for Black Innovation • James Lavallee, VP, Marketing & Sales Development, Effectv (moderator) • Olivia Owens, Founding Member & Partnerships, IFundWomen

OVERVIEW:For nearly 50 years, car enthusiasts and collectors from all over the world have flocked to Barrett-Jackson auctions, but like many automotive sellers, the Barrett-Jackson team had to pivot in 2020. "The World’s Greatest Collector Car Auctions®," produced by the Barrett-Jackson team typically brings together car buyers and sellers to sell hundreds of cars each auction. Now, they’re adopting a range of innovative strategies to reach car buyers in search of the most sought-after, unique and valuable autos. A+E’s (FYI & History) Craig Jackson, Chairman and CEO of the Barrett-Jackson Auction Company will share his insights and experience on staying relevant during uncertain times and how his company was able to bring collector car inventory to the living rooms of potential buyers. You don't want to miss this!ABOUT CRAIG: As Chairman and CEO of the Barrett-Jackson Auction Company, Craig Jackson has earned a reputation as one of the world’s most respected collector car and restoration experts. Growing up in the family business gave Craig the opportunity to develop the expertise that has helped propel Barrett-Jackson’s evolution into the world’s leading collector car auction and automotive lifestyle event. Craig Jackson’s dedication to the success and traditions of his family-owned company illustrates true loyalty to family values, hobbyists and the collector car enthusiasts around the globe that have made Barrett-Jackson a world-class automotive lifestyle event. 

In this current environment, advertising strategies are adapting to a different set of market dynamics. Upper funnel awareness is key for brands to maintain growth through the pandemic and reach potential customers, but how effective is digital advertising at building brand metrics without being paired with TV? Recently released research finds TV advertising is consistent at providing a halo effect to other forms of advertising. YOU’LL LEARN:• How to drive both short-term and long-term impact for your brand • The key to improving digital campaign campaign performance• Best practices to testing advertising messages before scalingYOU’LL HEAR FROM: • Danielle DeLauro, EVP, VAB• Jo Kinsella, President, TVSquared • Duane Varan, CEO, MediaScience • James Rothwell, VP, Brand, Agency & Industry Relations at Comcast Advertising 

Streaming of TV content continues to grow in volume and importance for advertisers, as consumers adopt new devices and services to deliver their favorite shows on their terms. Over the years, Comcast has invested in streaming technology, services and accompanying advertising solutions to meet the needs of consumers and advertising clients alike. Hear from leaders across the Comcast organization about these capabilities and what they have planned for the bold future of TV. YOU’LL LEARN: Factors contributing to the growth of streaming TV How innovative advertisers can leverage streaming platforms to reach audiences The ways streaming platforms will evolve and create more opportunities for marketers & MoreYOU'LL HEAR FROM:Michael Cooper, VP, Media & Entertainment, Effectv Patricia Hadden, Head of Growth Marketing, PeacockColin Petrie-Norris, CEO, XUMO

During these uncertain times, it can be a challenge to determine how to approach each automotive tier strategy and drive differentiation and consistency for automotive messaging. The latest Effectv In Focus webcast will explore the current automotive landscape and the ways in which each of the stakeholders across the automotive tiers are adapting to this moment in time.YOU’LL LEARN: Strategies from industry experts who represent the three tiers of automotiveOpportunities to positively impact the consumer experience with automotive brands and dealers The metrics most important to automotive advertisers in the current environment Examples of successful multi-tier executions & MoreYOU'LL HEAR FROM:  Jeremy Beaver, President, Del Grande Dealer GroupMarcie Perez, Associate Director, Integrated Marketing, Cadillac David Regn, Co-Founder, Stream Companies Inc. 

Creativity plays a vital role in brand building and reputation—especially in the current environment. It comes as no surprise that creative revisioning has been front and center for agencies needing to adapt brand messaging to not only strike the right tone but also help consumers when they need it most. Tone, timing and execution are really what make/break creative success, so how are national and regional brands faring? YOU'LL LEARN: How and why marketers—B2B, B2C, national & regional—have adjusted their creative messaging since mid-MarchWays agencies and brands are supporting local businessesThe pros and cons to adapting or developing creative in an expedited fashion& more YOU'LL HEAR FROM: Joe Alesi, Executive Creative Director at Mnemonic Nicole Kaplan, SVP & Group Director at Momentum Worldwide Manuel Machado, Co-Chairman, CCOMGroup

As political marketers prepare for presidential election year 2020, the COVID-19 pandemic has shaken up the nomination process with several states postponing primaries. As political advertising ramps up, there are several TV advertising strategies to take into consideration to increase a candidate’s chances of a win. WHAT YOU’LL LEARN: How to put data insights to work for campaigns What strategies the political experts are implementing and how they're adapting to today’s environment How to gain momentum in a close race  YOU'LL HEAR FROM: Leah Casterlin, Partner & Co-founder, Media Fortitude PartnersKyle Roberts, Owner, Smart Media & CEO, Advertising AnalyticsDan Sinagoga, VP, Political Advertising, Effectv 

Is your business trying to navigate these choppy waters? In this webcast you’ll learn how to keep your business top of mind for consumers from a true shark. Kevin O’Leary (a.k.a. ‘Mr. Wonderful’), has some guidance on sustaining and growing your business during uncertain times. You don't want to miss this! WHAT YOU’LL LEARN: How brands need to adapt to stay engaging and relevantTips to sustain and even grow your brand during this timeThe latest TV viewership trends and where audiences are showing up WHO IS MR. WONDERFUL? Kevin O’Leary (a.k.a. ‘Mr. Wonderful’) star of Shark Tank, the critically acclaimed and multi-Emmy® Award-winning reality show that has reinvigorated entrepreneurship in America, is a regular contributor on ABC, CNBC and CTV, and a bestselling author of two books: Cold Hard Truth and Men, Women and Money, and Cold Hard Truth on Family, Kids and Money. O’Leary is currently the Chairman of O’Shares Investments. He is also the founder and Chief Sommelier of O’Leary Fine Wines, an award-winning wine label, as well as a member of Boston’s 107-year old Hamilton Trust.

Addressability refers to the capability of targeting specific audiences based on characteristics like demographics, psychographics, and geography. It involves matching this audience data with viewing trends in order to deliver ads to groups within defined segments. In this episode, learn how Addressable TV advertising can deliver the right message to the right customers. WHAT YOU'LL LEARN: Addressable TV: what it is and how it works The future of addressable advertising Addressable TV attribution solutions How two campaign strategies can be tied together in 1 spot buyYOU'LL HEAR FROM:Kelly Perone, SVP, Product Management, EffectvLisa Ahern, VP, Product Marketing, Effectv

Amid the quarantine and economic slowdown, there are numerous factors impacting the way in which consumers are engaging with your brand. Some categories more than others are feeling the impact on their businesses but all should be aware of how TV consumption is shifting to inform your marketing strategy, both now and in the future. IN THIS WEBCAST YOU’LL LEARN:The latest trends in terms of overall TV viewership and where audiences are showing up while sheltered in placeHow tentpole events like sports are being replaced by other programmingAudience-buying techniques that can help both branding and mo re targeted campaignsYOU'LL HEAR FROM:Andrea Zapata, VP, Data Innovation & Insights, Effectv