Podcasts about comcast spotlight

Unique among our Legends, Andrea's career has crossed back and forth between leading sales teams and research teams across a career that has seen her leadership across ESPN, Vevo, Comcast Spotlight (now Effectv) and now Warner Bros Discovery.  Andrea shares many of the secrets she has discovered in her truly adventurous career.

Jayzen is excited to welcome his friend, James Lavallee to the show! James is currently the Vice President of Global Marketing for The Trade Desk Dr. where he runs a team responsible for increasing global awareness and for positioning The Trade Desk as the programmatic leader and trusted partner for clients in the advertising ecosystem. James has had an incredible career in sales and television advertising across Discovery Networks, ESPN, Comcast and NBCUniversal. Early in his career, he took very deliberate steps to build and hone his personal brand, which has led to career breakthrough after career breakthrough. His experience, tips and advice are full of career wisdom that everyone can learn from. In celebration of Black History Month, be sure to check out the Lead With Your Brand Black Voices page that showcases the amazing career stories on the show from successful executives who happen to be black. Click over to LeadWithYourBrand.com/blackvoices for all of the insightful shows over our three seasons. Guest Bio James Lavallee Vice President, Global Marketing The Trade Desk With more than 20 years of experience in Advertising Sales Marketing, James joined The Trade Desk in September 2021 as the Vice President of Global Marketing. James runs a team responsible for increasing global awareness and for positioning The Trade Desk as the programmatic leader and trusted partner for clients in the advertising ecosystem. Most recently, James was Vice President of Integrated Marketing Solutions for Effectv (formerly Comcast Spotlight), the advertising sales division of Comcast Cable. In that role, he was responsible for creating and executing best-in-class revenue generating solutions, utilizing Comcast's creative/technical capabilities to deliver results for local, regional and enterprise clients. In November of 2020, James was named one of the Executive Leads for the Comcast RISE program. In this role, he developed and launched the overall strategy, branding, workflow and execution of the Comcast RISE program with a heavy focus on the Effectv awards that the program provides to BIPOC SMBs across the Comcast Footprint. In addition to the Comcast RISE program, he joined the Comcast DE&I Executive Council as the representative of the Comcast Advertising Division. Prior to joining Effectv, he held the position of Vice President, Portfolio Sales Marketing at NBCUniversal, overseeing the ad sales trade marketing efforts for NBC, USA, Syfy, WWE and Chiller networks. He also worked in Advertising Sales Marketing for Discovery Communications, VH1 and ESPN. James earned a B.A. at Tufts University in Boston and earned certificates in Sports Marketing and Advertising Sales and Marketing from New York University's School of Professional Studies. James and his family reside in Brooklyn, New York. Links To learn more about Lead With Your Brand system, please visit: LeadWithyYourBrand.com To book Jayzen for a speaking engagement or workshop at your company, visit: JayzenPatria.com

Join Regional sales guru Lisa Cheek as she explains how Effectv (formerly Comcast Spotlight) puts your ads in front of the people you want.  From marketing, inventory and impressions, Lisa goes through a behind the scenes look as to how a company like this can spread your digital message.  www.effectv.com.

Christine Miller is a goal-oriented sales executive with extensive experience in sales and marketing. She is a highly motivated, customer-focused trainer and coach, who excels at building and structuring sales organizations. Her style is inspirational, high-energy, and collaborative. With more than 15 years of experience in media and marketing, Chris knows how to build an opportunity pipeline while maximizing the client’s sales and marketing potential. She is highly motivated with expertise in business development, client management, content writing, sales training, and social media. The scope of her experience has spanned virtually all aspects of sales, marketing, advertising, as well as management, and team building. As a sales consultant and coach, Christine has worked with a variety of businesses in the legal, non-profit, start-up, finance, SaaS, and real estate industries. In addition to her consulting work, Christine spent many years as a Director of Sales in the corporate world, working for Sison Broadcasting and Comcast Spotlight. She is accomplished at recruiting, training, and coaching salespeople and sales managers to success. Teaching small business marketing classes, writing for Business People Vermont, and volunteering for non-profits is how she pays it forward. She is also the author of Sales Geisha (available on Amazon.) Christine has a B.S. degree in communications from Rutgers University and a Masters (MBA) degree from St. Michaels College. She resides in Essex Junction, Vermont, with her husband and two children.     = = = = =     The Team here at PYP has put together another uplifting, insightful, and inspiring show for you today. Our goal is to bring you timely, relevant, and useful conversations so that you can experience more success, energy, and LIFE as the leader of your business, career, side hustle, or passion.   We always appreciate your rating and review of the show. If you haven’t already been incredibly generous and awesome, now’s your chance when you leave us a review and make sure to subscribe to the show wherever you listen to podcasts!   Here are a few ways I can help you: Share this episode with one person who could use a boost of inspiration and positivity today. Grab your copy of my leadership playbook that teaches you the 11 skills you can quickly master to become an exceptional leader.   Say yes to yourself -- watch this video that takes you inside the space of moving toward the next best version of you. Buy one of my books on Amazon and leave me a 5-star review.  

Having worked in broadcast media with The Walt Disney Company as well as Comcast Spotlight, he consequentially discovered the power of social media marketing. Most businesses don't understand social media or have the time to spend on it, and that's why Travis Huff started his company Real-Time OutSource, to help you grow your brand and increase customer engagement. Standing at 6 foot 8", he's a social marketer, podcaster, music producer, investor, and motivator. Learn more about Travis Huff at https://www.travisrealtimehuff.com/. Hire his company at http://www.realtimeoutsource.com/. --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app

I had the pleasure to interview Kevin Bacon from Comcast Spotlight on the future of automotive video marketing. There are many new opportunities for auto dealers with data-driven linear video, premium video, and Over the Top (OTT) video offerings. If you have been having difficulty understanding the many OTT offerings on the market, I strongly encourage you to listen to this show. Kevin will also be speaking at the AAAS in November. 

John Wood graduated with Full-time Web Development Cohort 28. Hi, my name is John Wood. I am a United States Navy Veteran. I spent four years serving with a Marine Corps unit out of Camp Lejeune, NC. After serving in the military, I got the opportunity to manage a 14 million dollar budget for Comcast Spotlight national commercials for middle Tennessee. I worked there for a year and took the knowledge I gained and attended Austin Peay State University in Clarksville, Tennessee to pursue a supply chain management degree. I finished my sophomore year in college and am now attending Nashville Software School in Nashville, Tennessee. I am passionate about software development and what this career change has to offer.

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

Join Capitol Weekly's John Howard as we take the podcast on the road to the 2016 California Republican Convention in Burlingame. No, we didn't get to interview Donald Trump, Ted Cruz or even John Kasich, but we did chat with a variety of fascinating folks on the floor, including GOP candidate for US Senate Ron Unz, GOP political strategists Mike Madrid and Kevin Spillane, CalChamber VP Marty Wilson, Comcast Spotlight's Carol Dahmen, Steve Chessin of Californians for Electoral Reform, and even two UC Berkeley students (and Capitol Weekly interns), Sam-Omar Hall and Serla Rusli, who were covering a political convention for the first time. Recorded live at the California Republican Convention on April 30, 2016.

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

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

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

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

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

We hope you had a chance to attend our Take Five for Your Future webcast, "The Marketing Muscle of Sports" on March 13th. 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 experts shared their thoughts on the popularity and growth in sports television and how it can be an especially effective marketing tool for advertisers. Stephen Master, Senior Vice President of Sports at The Nielsen Company, kicked off the panel discussion by sharing findings from his company's State Of The Media: 2012 Year In Sports Report. He noted that brand recall was 10% higher for viewers of sports programming than non-sports programming. Additionally, while sports programming only accounts for 1.3% of all programming, 41% of TV related tweets are about sports programming -- emphasizing the high level of engagement and enthusiasm sports fans have with and about their teams and sports. He also shared more insight into the relationship between social media usage and sports programming viewing during the webcast. Next up was John Miller, Chief Marketing Officer at NBCUniversal Television Group and Head of NBC Sports Agency, who shared his thoughts about sports as a marketing vehicle and the advantages television advertisers have when their messages are viewed in a sports environment as opposed to within other program genres, which supported the findings from Year In Sports Report that Stephen shared. In addition, John shared how offering programming on multiple screens, as NBC did with the 2012 Summer Olympics, was a strong complement to their TV schedule and increased overall viewership substantially as opposed to cannibalizing it. Mike Wall, Regional VP/GM at Comcast Spotlight, then shared insight into how the engagement consumers have with sports programming extends to the commercials they view during sports. With the growing amount of sports programming on TV, Mike shared some of the key opportunities advertisers have to reach their target demographic across multiple networks, through special programming or by aligning with a league schedule or finding smaller niche audiences that may watch bowling or hunting programming, for example. After an informative discussion about the trends and opportunities from our panelists, we opened it up for a Q&A where attendees asked more about multi-screen and social behavior, the impact of live vs. recorded on advertisers and more. To hear our speakers' answers to these questions and all of our panelists' insight on how sports programming presents a plethora of opportunities for advertisers, check out the webcast now. 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, "Reaching Consumers Across Multiple Screens on November 14th. 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 shared their thoughts how they are using two powerful mediums together, television and online, to increase the reach, engagement and effectiveness of their clients' campaigns. Mike Miller, Vice President/Advanced Advertising at Comcast Spotlight, kicked things off with an impressive rundown of how media consumption is changing, making it more difficult for advertisers to achieve their goals. One key point: while TV viewing is at an all-time high, consumption of major media, which includes internet, mobile as well as TV, also continues to grow over time, gaining nearly an hour over the past four years -- shifting that time spent from radio, newspapers and magazines. Mike also explained that while TV and the Internet are driving the majority of media consumption, increasing from a combined 66% share in 2008 to a 68% share in 2011, this consumption is also happening simultaneously. This represents a fundamental change in behavior from single-platform broadcast TV to multi-platform video viewed across multiple screens that is posing some challenges, but is also creating new opportunities to reach consumers, a point Mike made later in the webcast. Next up was Scott Davis, Executive Vice President at Harmelin Media, sharing his thoughts on how ad campaigns are now being designed to reach consumers on multiple screens. He also discussed how advertisers can benefit by adding online video to a traditional cable campaign and how consumers are impacted by seeing an advertiser's message on two or more screens (vs. just on one). Fraser Elliott, SVP, Media Director at Cramer-Krasselt brought the conversation to the earlier discussion on the trend towards media multi-tasking to explain how two-screen campaigns address that change in consumption and how online campaigns can be a great supplement to a TV campaign by adding incremental reach. He also discussed the challenges that advertisers are facing when planning multi-screen campaigns. The panel discussion was rounded out by Nicholas Wootten, Media Director at School of Thought in San Francisco. He discussed how two-screen campaigns address the fragmentation problems Mike had mentioned and how online video can be used to engage consumers and create a more in-depth experience. After an informative discussion about the trends and opportunities from our panelists, we circled back with Mike for a deeper look at how consumers can be reached through a multi-screen campaign on Comcast. He noted that because our cable customers log in to XFINITY.com to check their email, voicemail, program their DVR, remotely check in on their home security and view video content, we can more accurately segment our online ads based on their subscriber billing address. We can use an entire DMA or pinpoint an advertiser's audience through available geographic zones and target on both screens - making a multi-screen solution more effective and efficient. That addressed the question of how to deliver the message, which naturally led to a discussion of what that message should look like—i.e., the creative part of the equation. Advertisers can re-purpose and leverage their thirty second (television) spot online by using In Banner Video, a video embedded within a standard banner ad that plays when a consumer rolls over the message, or pre-roll, displaying an advertiser's message before a short-form video selected by a viewer. This eliminates the need to come up with entirely new creative for an online video campaign and helps with brand and message recall for consumers. Since this was an interactive webcast, we invited attendees to ask our experts more questions, and they really responded, asking about how multi-screen campaigns are measured, how budgets should be planned to account for multiple screens and more. To hear our speakers' answers to these questions and all of our panelists' insight on the changing trends in media consumption and the solutions available to advertisers, listen to 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, “Dynamic Ad Insertion: Unlocking the Value of Video On Demand, which took place on June 6th. If you did, we welcome your thoughts in the comments below and if you didn’t, you can view the complete webcast here. A panel of experts shared their thoughts on how agencies and content providers believe dynamic ad insertion will open new opportunities for advertisers during this live, interactive webcast. Rob Klippel, VP, New Products & Operations at Comcast Spotlight, kicked off the discussion by explaining what Dynamic Ad Insertion (DAI) is and how it enhances video on demand (VOD) by allowing ads to be dynamically inserted into a VOD program at the beginning and the end of program segments. These ads can be targeted by day-part, genre and rating. He also told attendees that by Q3 of this year, it will be deployed in 100% of Comcast VOD homes. Rob went on to share VOD usage statistics and trends and finished his portion of the webcast by highlighting some of the findings from the Advanced Advertising Media Project. For all the facts and figures on VOD and time-shifting that Rob went over, you can download the full slide deck here. Later in the presentation, Rob shared his thoughts on the similarities between the online ad model and DAI on VOD. Next up, Chad Urice, Managing Director at Media Storm, spoke to attendees from an agency perspective about how DAI impacts the media buying process and how advertisers are reacting to this new advertising opportunity. Rick Mandler, VP, New Media Sales at ABC Television Networks, shared his perspective on VOD from the network side and how VOD impressions are more valuable than impressions in linear programming. Later in the presentation, he shared his thoughts on how networks can benefit from making content available for DAI. Offering up another network perspective was Chris Falkner, VP, Advanced Advertising Technology & Operations at NBC Universal, who discussed how DAI changes the way VOD ad impressions are measured and how DAI can open the door to new advertisers. Rounding out the panel was Nick Troiano, President at BlackArrow, the company behind the advanced advertising technology and part of the industry-wide in initiative known as the Advanced Advertising Media Project (AAMP). While Rob Klippel shared some brief details from this study, Nick took attendees through a deeper dive of the Project, going over the four key findings, which included: 1. Consumers accept advertising on VOD; its presence on VOD is neither a surprise nor a barrier to their viewing experience 2. Ad load on VOD does not affect key measures, such as viewer enjoyment of the show, engagement with advertising, brand recall, interest and purchase intent 3. VOD is fundamentally a TV experience, but with heightened attention and engagement compared to linear TV 4. VOD creates opportunities for different ad formats. Consumers respond positively to longer-form, branded content that recognize their heightened level of attention Since this was an interactive webcast, attendees had the opportunity to ask our speakers more questions about DAI including how it can be bought, fast forwarding’s impact, measurement, etc. To hear our speakers’ answers to these questions and all of our panelists’ insight on DAI, listen to 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, What Every Political Marketer Should Know During an Election Year, which took place on March 22. If you didn't, you can view the complete webcast now. A panel of experts shared research on how viewers consume news and how marketers can engage the public, reach specific voting blocks and spend their campaign dollars more efficiently. Dan Sinagoga, Vice President, Political Sales at Comcast Spotlight, kicked off the discussion by explaining how the increase in demand for advertising inventory, particularly in September and October as the November elections near, will impact advertisers. This may lead to shift from positions on cable interconnects (a group of cable systems that collectively reach all cable homes within a market) to individual systems to ease the demand. Because Comcast Spotlight offers zone coverage, which allows targeting by zip code, or neighborhood, marketers can reach specific voter demographics (and for local races, reach only those voters who will vote in that race. Sinagoga said that for the 2010 elections, 70% of cable commercials were targeted by zones. Next up was Katie Handel, Vice President at The Tarrance Group, who shared the results of a bi-partisan research study conducted by The Tarrance Group in partnership with Lake Research Partners. The study of registered voters in California showed that 62% spend their time predominantly watching cable vs. local broadcasting, and 35% watch news most often. However, 47% hadn’t watched a news program within the previous 48 hours, which means there are many other opportunities to target voters through other programming and networks. More detailed results of the study are available by downloading the slides or by viewing the webcast. Kyle Osterhout, Partner at Media Strategies & Research, shared some overall media trends and said that political marketers should take advantage of the micro-targeting capabilities now offered along with like Adtag and Adcopy. Adtag gives advertisers the opportunity to use custom five- second tags at the end of their commercial for a different specific location.Adcopy allows two different commercials to different audiences within the same market (for example, airing a message about one topic in a given area, and a different topic in another area). Both of these are advertising solutions are ideal for political advertising, where it’s all about the localized message. Kyle also noted that reaching viewers on multiple screens—on TV and online—is increasingly important for political marketers. This point is underscored by a Nielsen IAG study that found message recall increased by a remarkable 53% when online video advertising is used in conjunction with on-air advertising. 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, Integrating On Air and Online for Maximum Effectiveness, which took place on October 26. If you didn’t, you can watch the complete webcast here. A panel of experts showed our audience how advertisers are using video online in conjunction with on-air advertising to connect with consumers and build reach for their message. Marina Klusas, Director at comScore Marketing Solutions, kicked things off by asking the question that many advertisers wonder, “How many incremental people can I reach if I advertise online in addition to TV?” To figure this out, comScore conducted a nationwide study to measure people exposed to ads on TV channels, to online ads (on what is now XFINITY.com), and to both TV and online ads. The main takeaway was that buying online ads increases TV campaign reach Kim Woodworth, Regional Vice President at Comcast Spotlight, shared some interesting figures on how consumers are viewing video content. The majority (59%) of consumers watch TV and use the Internet simultaneously, but more importantly, studies show that brand recall scores increase 82% with exposure to both a TV ad and an online ad – this is the two screen—or “peanut butter and jelly”—effect that is taking place today. Kim also discussed online video options for advertisers, including the benefits of using video pre-roll, or a video ad experienced in-stream, before the video content is played for the viewer. You can have 15- or 30-second exposure before a video, essentially putting your TV ad online and extending the reach of your campaign. These ads can be DMA or zone geo-targeted and advertisers can get detailed engagement metrics on these ads. Lastly, Kim shared a powerful case study with the audience: Media Storm and its client, Game Show Network, wanted to increase viewership for their show, Improv-A-Ganza. By using existing on-air creative, interactive features and prominent placement on XFINITY.com, they had over 33,000 active video ad views, or 140 hours of brand exposure, which increased awareness for the show. She noted that 31% of viewers watched the complete 30-second video ad, which is a strong indicator of intent to watch the program on TV. The panel was rounded out by Anupam Gupta, President & CEO at Mixpo, a video advertising technology provider that allows video advertising to be interactive, dynamically tailored and customized in real-time for unique audience segments. Anupam showcased a number of examples where their dynamic ads had powerful engagement metrics for advertisers. The first was an in-banner video for Jeep that had a 3.34% engagement rate where 1.9% of the users initiated the video, meaning 121,000 people chose to watch the spot. That’s a total of 550 hours of video, or, in on-air terms, 66,000 thirty-second spots. Next, we saw how FOX NFL Sunday got a 2.4% engagement rate where 2.27% of user initiated the video play, 216,000 people chose to watch the spot. They also had 7,500 clicks and 4,500 Interactions from this ad. Lastly, we got to see how online video ads can be used for couponing and mapping with the campaign for Big O Tires on Vehix. They had a 4% engagement rate and 3.8% of people initiated the video, which also received 1,300 clicks and 1,600 Interactions. The bottom line is that online is a rapidly growing space. This year, 5.2 billion monthly video ad impressions were served to 148 million people who are spending an average of 16 hours a month watching video online, according to comScore. Online video is by far and away the fastest-growing Internet segment; from 2006-2010, comScore saw a 344% ad spend increase and a 600% increase in videos. The important thing to remember, regardless of platform, is that advertisers must deliver the right message via sight, sound, and motion, and online video gives them the additional ability to interact with viewers. These online video ads have an engagement rate that is 27 times what static banners deliver in clicks and have 21 times more user initiated views than static banners receive clicks. 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, Achieving Reach in a Fragmented Media World, which took place on May 18. If you didn’t, you can watch the complete webcast here. A panel of media experts including Jonathan Lichter; Chief Strategy Officer for Kelly, Scott & Madison; Ken Nippes, Vice President and Media Director for Cramer-Krasselt; Charlie Holmes, VP of Satellite Sales for NCC Media; and Peter Heisinger, Regional Vice President for Comcast Spotlight, participated in a lively discussion on how fragmentation is changing the media landscape. Our panel felt that increased fragmentation of audiences across multiple media platforms can pose a challenge for advertisers in their efforts to achieve effective reach goals, and is requiring more resources from agency media departments as they attempt to evaluate the growing range of media options. Ken Nippes and Jonathan Lichter agreed that the increased focus on media alternatives have increased the importance and stature of media departments within agencies. Diminished reach is the largest single issue that comes up with clients,” said Lichter. “And the resources required to evaluate everything that comes through is in fact the key agency operational issue.” Nippes added, “We have the benefit of being the first to know about a lot of new things, so we’re a logical filter for what the rest of the agency needs to know about.” That’s where I+, or “Interconnect Plus,” comes in, according to NCC’s Charlie Holmes. He introduced the new platform for spot advertising in local markets, and explained how it will simplify the process of reaching, and reporting on, fragmented television audiences by allowing advertisers to reach cable, telco and satellite subscribers with a single media buy. Holmes said affiliation partnerships between cable MSOs and, AT&T U-verse and DirectTV would be in place by the end of the year, building on an agreement with Verizon FiOS that rolled out last year. Peter Heisinger provided specific examples of how I+ can help advertisers increase reach in specific markets thanks to I+. Comcast Spotlight is launching I+ partnerships in 33 of its markets, including Houston, Chicago, Atlanta, San Francisco, Miami and Detroit, among others. We polled the audience during the webcast and the attendees agreed with Lichter and Nippes that fragmentation was affecting their ability to do their job. When asked what consequence of audience fragmentation had impacted them the most, 55% said they have difficulty combining campaign metrics from multiple sources, 24% felt that that time required to deal with more media sales organizations is their obstacle, while 21% said that fragmentation was making it difficult to achieve reach goals. The panel concluded that the I+ affiliate partnership offered by NCC and Comcast Spotlight would help alleviate all three concerns. 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, “Advertiser Success Stories: Multi-Screen Campaigns that Produce Results” on June 3. If you missed it or would like to view it again, you can do so now. 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

Advancements are allowing traditional media platforms to carve out new and expanded roles in the marketing mix. Watch this brief video to hear from Manish Bhatia, formerly of Nielsen, share his take on these trends. You will also hear from Greg O'Brien, Regional VP for Comcast Spotlight, about recent trials of "Video Circulars on Demand," which transformed retail store newspaper inserts into VOD content this past holiday season.

Watch this brief video to learn about the increased demand for, and reliance upon, metrics across all media platforms. Hear insights from experts such as Tracey Scheppach, SVP, Innovations Director for SMGx, and Robert Ivins, former VP, Data Development, for Comcast Spotlight talk about using research and data to gain advertising metrics.

Although television has traditionally been thought of as a reach vehicle, new technologies are allowing advertisers to also engage and connect with consumers. Watch this brief video to hear from Sean Cunningham, President & CEO of the Cable Television Advertising Bureau, as well as Andrew Ward, Regional VP for Comcast Spotlight, who explain how advertisers are engaging with consumers by integrating telescoping to VOD, iGuide Banners and Remind Record into their campaigns.

More than ever, media pros are recognizing the effectiveness of reaching consumers using multiple touch points. Watch this brief video to hear from Tom Straszewski, VP, Interactive Sales for Comcast Spotlight, share his thoughts about the effectiveness of extending on air ad campaigns to online platforms such as Comcast.net, as well as how local retailers can accomplish on air/online integration easily and inexpensively using Spotlight´s partnership with Mixpo.

An examination of television as a two-way marketing tool and the impact it will have on advertisers. Watch this brief video to hear from Craig Woerz, whose agency, Media Storm, has planned and implemented more that 350 campaigns with interactive elements. You will also hear from Mike Miller, Regional VP for Comcast Spotlight, about successful trials of "Request for Information" (RFI) in the Chicago DMA.