Comcast Media 360 forms; Starcom brings first clients


ComcastComcast Spotlight, the ad sales division of Comcast, is launching Comcast Media 360 (CM 360), a new business unit focused on helping marketers take advantage of cross-platform advertising opportunities. CM 360 will be led by Group Vice President Andrew Ward.

Starcom MediaVest Group Exchange (SMGx) secured the participation of three clients to utilize CM360’s capabilities, with campaigns scheduled to run later this year.

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 VOD content to enable deeper consumer engagement with advertising content.

–Accountability: working with independent third-party research companies to measure the impact of advertising.

CM 360’s marketing solutions include on-air advertising across dozens of networks in more than 80 markets, dynamic ad insertion, long-form VOD content, interactive program guide banner messages, and mobile apps.

“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.”