Comcast Spotlight, the advertising sales division of Comcast (Nasdaq: CMCSA), is launching Comcast Media 360 (CM 360), a new business unit focused on helping marketers take advantage of rapidly developing cross-platform advertising opportunities.
The creation of the new unit is the latest reflection of how the content-advertising landscape is shifting, and how cable TV operators might need to gently guide advertisers toward an array of new opportunities.
Starcom MediaVest Group Exchange (SMGx) secured the participation of three clients to utilize CM360's capabilities, with campaigns scheduled to run later this year.
CM 360, led by Group Vice President Andrew Ward, is looking to build on Comcast's other multi-screen efforts and investments. The three primary components behind its effort to help advertisers reach the right audience with the right message at the right time include targetability, interactivity and accountability. The cable giant will enable targetability by using its consumer segmentation tools and network infrastructure to deliver commercial messages to well-defined geographic and/or demographic groups.
It will support interactivity by relying on interactive platforms like request for information and telescoping to long-form video-on-demand content to enable deeper consumer engagement with advertising content. The accountability torch will be carried by independent third-party research companies that Comcast will work with 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, long-form video-on-demand content, interactive program guide banner messages, XFINITY.com and mobile applications.
- here's the release
Comcast Spotlight had run 1,000 interactive ad campaigns by September 2011
Cox Media Group recently launched a mobile advertising division