At the recent LUMA Partners Digital Media East conference<\/a>, Beet.TV caught up with Kevin Greenwald, Sr. Director of Strategic Initiatives at Comcast Advertising. He talked about what Comcast Advertising is excited about as a champion\/partner to Comcast Spotlight, FreeWheel and NCC Media in the rapidly changing TV space.<\/p>\n

He sees tremendous opportunity in the power of television advertising to target local audiences. \u201cWe\u2019re looking to aggressively tackle the opportunity that we see in the local market to bring to bear more audience-driven selling for our advertisers,\u201d says Greenwald.<\/p>\n

Then he refers to a white paper titled The New TV<\/a> issued in March by Comcast Spotlight that examined the range of TV options\u2014from linear to OTT and several other advanced iterations. For example, primetime viewing.<\/p>\n

\u201cToday there\u2019s a point of view that so much viewing is captured just in primetime. But really that\u2019s only about a third of viewing and you can still capture a large portion of the audience where two thirds of viewing is happening outside of primetime,\u201d says Greenwald.<\/p>\n

He points out that about 87% of total TV viewing happens live and that Comcast can \u201chelp you find them on a linear schedule\u201d so that \u201cyou can reach as much of them as possible in a premium, brand-safe environment.\u201d<\/p>\n

Comcast Spotlight has a \u201chuge local business\u201d wherein advertisers can target audiences in specific zones. In a DMA like Philadelphia, \u201cwe can carve that up into a number of smaller zones and let an advertiser that might be a smaller business that only operates in a portion of the Philadelphia market just reach the potential customer base that they have in that zone.\u201d<\/p>\n

Also at the LUMA Digital Media Summit, the head of NCC Media, Nicolle Pangis, talks about \u201cchapter two\u201d at NCC, which is the national cable sales group owned by Comcast, Charter and Cox Communications. Referring to NCC, Greenwald says, \u201cWe see a real opportunity in conjunction with our partners to bring a lot of new offerings to market that we think are going to be very valuable to advertisers.\u201d<\/p>\n

Asked about Comcast\u2019s FreeWheel, he cites publisher-side projects coming to market for Comcast\u2019s programming and MVPD partners. In particular, he mentions pilot tests with NBC focusing on unification, bringing digital and linear together in a single execution. \u201cThese pilots enable us to remove the linear schedules from their traffic system and optimize within FreeWheel\u2019s ad server\/decisioning system before flowing back into the linear traffic system for execution.<\/p>\n

\u201cWe\u2019ve seen that yield meaningful results for NBC and we believe that\u2019s a real proof point in the market for us as we work to unify audiences across all screens,\u201d Greenwald adds. \u201cAnd that is a real core competency for FreeWheel and something we\u2019re laser focused on.<\/p>\n

\u201cWe believe it brings a lot of value to the marketplace for our immediate customers but also for marketers. It enables them to buy an audience across all screens with one single order as opposed to a siloed execution.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of LUMA Partners\u2019 DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page<\/a>. This series is sponsored by 4INFO<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

At the recent LUMA Partners Digital Media East conference, Beet.TV caught up with Kevin Greenwald, Sr. Director of Strategic Initiatives at Comcast Advertising. He talked about what Comcast Advertising is excited about as a champion\/partner to Comcast Spotlight, FreeWheel and NCC Media in the rapidly changing TV space. He sees tremendous opportunity in the power […]<\/p>\n","protected":false},"author":17,"featured_media":60534,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[5296,5267,7696,7983,7987],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60504"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60504"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60504\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60534"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}