The ad sales division of Comcast Cable has launched a self-service buying option, pitched as an alternative to traditional TV ad buying that allows small business owners and local advertisers “the independence to plan, design and manage advertising campaigns.”
Introducing Comcast Spotlight TV Ad Planner, from Comcast Spotlight.
TV Ad Planner is live in 57 Comcast markets, with the final six markets launching later this year. It’s the first step in Comcast Spotlight’s plans to offer more comprehensive, self-service media buying capabilities to its advertisers. The next stages will focus on self-service creative production and access to digital video inventory.
The Comcast Spotlight sales team will continue to serve media agencies and other clients with more complex advertising needs.
“TV Ad Planner provides a seamless, independent experience, allowing all customers, regardless of size, to use one of the most influential and powerful mediums to grow their businesses,” said Hank Oster, senior vice president and chief operating officer, Comcast Spotlight. “We are excited to offer this service to customers, providing them with more choice, value and flexibility in their TV buying experience.”
By creating a self-service portal, small businesses whose barrier to entry into TV advertising was affordability can now spend as little as $250 a month to grow their business. In addition to being able to buy their own TV campaign, they can also create a TV spot for as little as $295 in less than 72 hours within the portal, making TV Ad Planner a one-stop shop for small business advertising.
“I found the simplicity of TV Ad Planner and the ability to air my commercial affordably to be a smart add to my marketing plans,” said Laurie Johnson, site director at Northern California Research and a TV Ad Planner customer. “The daily reporting gave me clear insight into how my investment performed throughout the campaign.”
“From education to execution, the online portal guides clients through the full process of planning, buying and airing their TV campaigns. This experience enables businesses to use data informed TV schedules to reach their target customers and achieve the results that only TV can deliver,” said Maria Weaver, senior vice president and chief marketing officer of Comcast Advertising.