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Comcast Spotlight Take Five

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The media and marketing landscape is ever changing. New technologies and trends keep even the most experienced professionals on their toes. That’s why we’ve developed our award-winning Take Five for Your Future series. We bring together thought leaders and industry experts to share insights and analysis about advertising topics that matter to you most.
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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
For decades, “ratings” and “cost per point” have been the default metrics for planning and buying local TV. Each year along the way, advertisers, agencies, and media sellers alike waited for a new process to evolve. Now, though, we’re really beginning to see that transformation taking shape. Watch this brief video to learn how impressions-based buying and CPMs is better suited for a fragmented, multi-platform video landscape.
We hope you had a chance to attend our Take Five for Your Future webcast, “Liquid Creative: Designing Campaigns That Flow Across Screens,” which took place on November 19. Our panel of experts brought both agency and technology perspectives to the conversation, exploring how the ability to reach consumers with messages across many screens presents a new challenge to creative directors. If you couldn’t join us, or want to review some of the information watch the full webcast now. Chris Jacobs, SVP, Executive Creative Director at Cramer-Krasselt, kicked off the lively panel discussion by talking about how multi-screen campaigns changed the creative process, particularly at agencies. He also had the opportunity to talk about how ads for a “skippable” platform need to be handled differently than “unskippable” content. Next, EJ McNulty, Executive Creative Director at Wunderman shared his thoughts on whether the creative concept should dictate the screens used in a campaign or vice versa, and later discussed how screen size could also impact creative. David Cole, VP of Sales and Business Development at Mixpo, discussed strategies for making video ads more viral to expand their reach even further through social media integration. Another speaker on the panel was Brian Unflat, Creative Director at The New Group, who followed up with his thoughts on which screen should come first in campaign planning. Brian also shared his thoughts on producing different versions of creative for various platforms. Rounding out the panel was Brett Tabano, VP of Strategy & Product Marketing at Videology, who talked about how the dynamics between creative and media teams are also changing due to the shift towards multi-screen strategies. In addition, Brett talked about the importance of utilizing multiple screens in an advertising campaign to have a greater reach and impact on viewers and the role of each screen in a campaign. The panel also participated in an exciting “round-robin” game of do’s and don’ts when creating ads for each platform and took questions from the audience that came in throughout the webcast. To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive
The ability to reach consumers with messages across many screens presents a new challenge to creative directors: how do you design a coordinated and cohesive consumer experience across television, online, tablet, mobile and social media--while taking advantage of the powerful features each platform has to offer? Watch this brief video to learn about the latest industry trends and best practices for utilizing creative on different screens.
We hope you had a chance to attend our Take Five for Your Future webcast, “Targeting Consumers with Video Across Multiple Screens,” on September 4. Our panel of experts discussed how advertisers are capitalizing on today’s fragmented media world by targeting consumers whenever and wherever they watch video. If you couldn’t join us, or want to review some of the information again, you can view the complete webcast here. David Hallerman, Principal Analyst at eMarketer, kicked off the lively panel discussion by looking into his crystal ball and giving his thoughts on the growth we can expect for the digital video ad market over the next few years. Later in the webcast, David offered his advice on how advertising agencies should prepare clients for a "TV Everywhere" future, including how TV creative can be adapted for online use. Next up, Tracy Lewis, Senior Director, Sales Strategy & Development, at Comcast Spotlight, talked about how advertisers are responding to all the new video choices consumers have. Tracy also discussed how online video is a complement to traditional TV advertising and shared how it can help advertisers achieve their goals. Lastly, Tracy shared how Comcast Spotlight is using data analysis to reach audiences with online video, and he introduced the audience to Comcast Spotlight Video Plus (CSV+), sharing how it can segment online audiences geographically and demographically in the same way they can target their television campaigns. Rounding out the panel was Jim Nail, Principal Analyst at Forrester Research, who discussed the future of video advertising campaign planning and how it is moving towards becoming screen agnostic. Jim also discussed audience fragmentation and the opportunities it presents for advertisers. Later in the webcast, Jim talked about how advertisers will need to adjust their media planning in order to reach consumers in a time-shifted, multi-screen world and how the industry can take advantage of the long tail of fragmented viewership spread across online providers and cable networks To learn more about our panelists’ thoughts on the future of video advertising, listen to the full webcast now. To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive
Video is everywhere. The powerful combination of sight, sound and motion--once available only on the living room TV--now reaches consumers everywhere they go and on every screen they use……on TV, online, on demand, on the phone or on a tablet. And marketers are following consumers’ lead by supplementing their TV campaigns with targeted video ads across multiple screens. In fact, a recent study by Forrester Research found that 68% of advertisers believe agencies will begin planning video holistically across all video options within the next three years. Similarly, 82% of agencies rank the ability to target ads as the most important capability of video buying in the future.* Watch this brief video to learn about how marketers are supplementing their TV campaigns with targeted video ads across multiple screens.
We hope you had a chance to attend our Take Five for Your Future webcast, "Using Video to Drive Auto Sales and Profitability" on April 3rd where a panel of experts shared how multi-screen video strategies can be used to increase automotive sales and franchise value. If you couldn't join us, or want to review some of the information again, you can view the complete webcast now. Larry Bruce, President & CEO of Online Drive, kicked off the lively panel discussion by sharing the results from a study his company conducted of 125 dealerships, 12.1 million website visitors and more than 2,200 buyers to determine which channel has biggest impact on generating leads. The study found that it's not one channel, but developing the right marketing mix that is the key to success. Additionally, the results showed that while some channels don't directly correlate to more leads, they may have a profound impact on the success of other channels. Larry also stressed the importance of thinking about how you want consumers to feel about your dealership when developing the messaging for your commercials. Next up, Jim Dykstra, Automotive Sales Manager in San Francisco for Comcast Spotlight, talked about how demand is strong in the auto buying market, but customer loyalty is low as consumers have gained more price transparency through the internet. They are willing to go further from home to buy a car at a lower price, but are less likely to be a repeat customer due to the distance. To combat this behavioral shift, Jim shared some multi-screen statistics to demonstrate how using TV plus online can target consumers where they consume media and research their purchases. Shifting to the agency perspective, Michael J. Nealy, President of Team One discussed the importance of using online video in conjunction with TV advertising and shared how his client, Toyota of Gladstone, had a more successful campaign by doing so. Rounding out the panel was Bret Rice, Senior Director of Research for the Eastern Division of Comcast Spotlight, who demonstrated with real dealership examples how research can be used to ensure advertising budgets can be spent as efficiently and effectively as possible. To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive
Car buyers often research their choices online before they even set foot in a dealership....causing dealers to focus on digital lead conversion as the primary metric for marketing success. But recent studies show that the use of electronic media, such as TV and online video, as part of a dealer's upper-funnel marketing strategy can have a big impact on lower-funnel lead conversion results. Watch this brief video to hear how top dealers, dealer groups and agencies are using video to dramatically improve their digital lead conversion--improving local sales effectiveness and franchise value.
We hope you had a chance to attend our Take Five for Your Future webcast, "Mad Men 2013: How agencies are adapting to the times and trends of a multi-screen world" on October 30th. If you couldn't join us, or want to review some of the information again, you can view the complete webcast here. A panel of experts including John Collins, Managing Director, Broadcast & iTV at Media Storm, Mike Donahue, EVP, Strategic Partnerships at the American Association of Advertising Agencies (4A's), Greg Siano, EVP, Director of Media Services at The Tierney Agency, Ken Nippes, Vice President/Media Director at Cramer-Krasselt and Chip Meehan, VP, Content Partnerships at Comcast Spotlight, on how agencies need to change their internal processes--as well as their media planning, buying, account and creative teams--to better serve clients in this new multi-screen environment. Webcast attendees got to participate in live polling to see how their answers matched up with the results of a new nationwide survey of agency executives on the future of media buying. In this lively panel discussion, our experts shared their thoughts on the value of impressions across the different screens and how the media buying model needs to adapt to the change in media consumption patterns, including ROI on new media. The panel also discussed whether set-top-box data should be used to better target ads to consumers because targeted messages to targeted audiences has been found to have a greater impact on purchase behavior than traditional TV advertising as we saw on our last webcast in August. To learn more about the results from our survey to national agencies on these topics, watch the full webcast now. To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive
The media landscape continues to evolve at a rapid pace. Consumers, and the video they watch, are increasingly fragmented across multiple devices. But how are agencies changing internal processes--as well as media their planning, buying, account and creative teams--to better serve clients in this new environment? Watch this brief video and learn about the results of a new nationwide survey of agency executives.
We hope you had a chance to attend our Take Five for Your Future webcast, "Big Data: The Data-Driven Media Plan" on August 28th. 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 experts shared their thoughts on how consumer marketers are matching data from a variety of sources to increase the efficiency and impact of their ad campaigns and provided some case studies and research to back it up. Dan Stein, Senior Vice President at Crossix Solutions, Helen Katz, SVP, Director of Research at Starcom Mediavest Group and Andrew Ward, Group Vice President at Comcast Media 360 shared their insights into the industry's latest buzz, "Big Data," in addition to giving a primer on the basics of what this is, why is it important and how marketers can use this powerful data to drive a more effective campaign. Our webcast attendees learned about hyper-targeted commercials, addressable advertising and its relationship to big data from Helen. She also shared how by working with Comcast Media 360 and using multiple data sources, they were able to answer the following questions: - Can TV's actual impact on sales be quantified? - Can targeted TV drive better results than network TV alone? - What is the sales impact of TV + digital? - Is there a cross-platform impact on consumer attitudes? The CPGs that were part of the test saw a significant increase in ad recall, significant increase in brand affinity and a significant increase in pre-to-post "Intent to purchase." The results were very impressive and many of our live attendees wanted to dive deeper on the results during our interactive Q&A at the end of the webcast! Our panelists rounded out their discussion by sharing some forward thinking outlooks on how this data is going to shape the industry and how targeted advertising will continue to get more refined in the coming years. To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive
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