Comcast Spotlight debuts Instant IMPACT for local advertisers | Ad Tech | News | Rapid TV News
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The advertising sales division of US cable giant Comcast has launched an attribution solution to bring greater accountability to local TV advertising, with the aim of helping clients to help drive online purchases.

comcast 8 aug 20191Comcast Spotlight’s product, Instant IMPACT – launched in partnership with TVSquared – is designed to allow local cable TV advertisers to measure lower-funnel activity.

“As we move toward a more data-driven, audience-based approach to TV buying, connecting the purchase funnel has become an increasingly important priority for advertisers,” said Andrea Zapata, VP, Research and Insights, Comcast Spotlight . “At the local level, however, measuring lower-funnel activity has always been a challenge due to much lower sample sizes compared to national campaigns. Instant IMPACT allows us to move past this hurdle and helps bridge the gap between TV exposure and business outcomes.”

With Instant IMPACT, Comcast Spotlight places a pixel on a client’s website in order to track its web traffic. A baseline of the client’s website traffic is established before a TV ad campaign begins. Then, at its start, Instant IMPACT monitors visits to the site within 30 minutes of the client’s TV commercials airing on linear TV over the length of the campaign. After the campaign, Comcast Spotlight can correlate the timing of incremental visitors to the client’s website to TV activity. Moreover, advertisers can access a custom dashboard that allows them to filter the data by zones, creative, weekday or daypart, to determine performance trends.

Comcast Spotlight uses TVSquared’s always-on ADvantage analytics platform to measure and track the campaigns, then analyses this data to optimise schedules for clients.

“What makes this such a compelling accomplishment is that we are able to offer our clients an attribution tool that works at the local level and it is also automated – therefore scalable across the thousands of local advertisers who place campaigns with Comcast Spotlight,” Zapata added.

TVSquared chief revenue officer and EVP Jo Kinsella added, “For advertisers used to the real-time performance analytics that come with digital, what Comcast Spotlight is doing for local cable attribution is game-changing. Combining TVSquared’s world-class TV attribution technology with Comcast’s national footprint, local advertisers have all the tools they need to make TV a ROI-positive, performance-marketing channel.”