NEW YORK--(BUSINESS WIRE)--Comcast Spotlight, the advertising sales division of Comcast, is launching Comcast Media 360 (CM 360), a new business unit focused on helping marketers take advantage of rapidly developing cross-platform advertising opportunities. CM 360 will be led by Group Vice President Andrew Ward.
The Comcast Media 360 team will build on Comcast’s investments in making content available whenever and wherever consumers want to watch it, with scalable advertising solutions focused on three primary components:
- Targetability: utilizing consumer segmentation tools and Comcast’s infrastructure to deliver commercial messages to well-defined geographic and/or demographic groups.
- Interactivity: utilizing interactive platforms like request for information (RFI) and telescoping to long-form video-on-demand (VOD) content to enable deeper consumer engagement with advertising content.
- Accountability: working with independent third-party research companies to measure the impact of advertising.
Comcast Media 360’s marketing solutions include on-air advertising across dozens of networks in more than 80 markets, dynamic ad insertion (DAI), long-form video-on-demand (VOD) content, interactive program guide (IPG) banner messages, XFINITY.com and mobile applications.
“Viewers increasingly expect to control where, when and how they watch their favorite shows, while advertisers are focused on delivering the right message to the right audience at the right time—and Comcast Media 360 is the bridge that will link them,” said Charlie Thurston President of Comcast Spotlight. “We’re singularly focused on delivering impressions, and by putting all of our resources together, we can offer an unmatched marketing solution that delivers those impressions on TV, online and on-the-go.”
Starcom MediaVest Group Exchange (SMGx) secured the participation of three clients to utilize CM360’s capabilities, with campaigns scheduled to run later this year.
“Comcast Media 360 will provide advertisers with the opportunity to not only execute an integrated, cross-platform campaign at scale, but also understand, for the first time, how multiple screens work together,” said Tracey Scheppach, Executive Vice President of Innovations at SMGx. “Our clients are demanding addressability, interactivity and accountability on all platforms. The formation of CM360 is a huge step in that direction.”
About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. Our dream is to grow our clients' business by transforming human behavior through uplifting, meaningful human experience. These brand 'experiences' are brought to life by distinct, strategic point-of views— Truth and Design and Space for Ideas-- created and owned by SMG's two global agency brands: MediaVest and Starcom, respectively. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts. With nearly 6,000 employees in 110 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, Mars, Inc., P&G, Samsung, Walmart, among others. In 2010, SMG was the #1 ranked Global Media Agency (AdAge) and "Media Agency of the Decade" by Adweek. SMG is part of Publicis Groupe [Euronext Paris: FR0000130577], the world's third largest communications group. Publicis Groupe is also ranked as the world’s second largest media counsel and buying group and is the first global network in digital and healthcare communications. Publicis Groupe launched VivaKi (www.vivaki.com) to leverage the combined scale of the autonomous operations of Digitas, Denuo, Razorfish, Starcom MediaVest Group and ZenithOptimedia to develop new services, tools, and next generation digital platforms. Web site: www.publicisgroupe.com
About Comcast Spotlight
Comcast Spotlight, the advertising sales division of Comcast Cable, helps put the power of cable to use for local, regional and national advertisers. It is focused on providing multi-platform marketing solutions to reach audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Comcast Spotlight has a presence in nearly 90 markets with approximately 30 million owned and represented subscribers. Comcast Spotlight is a trademark of Comcast Cable. For more information, visit www.comcastspotlight.com.
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