A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV.<\/p>\n
\u201cWe absolutely know that we have to get beyond the core linear product because we want to essentially be platform agnostic,\u201d says VP of Research & Insights Andrea Zapata. \u201cJust as we are now network agnostic when it comes to reaching customers and making our recommendations, just as we are now daypart agnostic.\u201d<\/p>\n
In this interview with Beet.TV, Zapata explains how it\u2019s \u201cstill early days here\u201d in proving the value of TV beyond simple ad recall and viewer sentiment. \u201cI think for television now it\u2019s absolutely crucial that we start proving our value as we go down that funnel. It\u2019s not just good enough to say that we got people to see your ad.\u201d<\/p>\n
Comcast Spotlight\u2019s<\/a> approach is rooted in the belief that if it\u2019s going to be making audience targeting recommendations, it should be able to prove they worked. \u201cFor us, attribution is did the person who saw your ad take an action and can we measure that. We know you\u2019re going to measure it. You absolutely should. It\u2019s your responsibility,\u201d says Zapata.<\/p>\n Deciding on partners is \u201ca very rigorous process,\u201d she adds. \u201cI always say God bless our vendors because they have to go on this journey with us.\u201d<\/p>\n With TVSquared, the process started with a proof of concept followed by a pilot and scaling. \u201cWe\u2019re in north of sixty markets, so for us we\u2019ve got thousands of sellers and thousands upon thousands of clients. We want to make sure the solution that we\u2019re building for can answer core questions and scale appropriately.\u201d<\/p>\n Initially, Comcast sought to determine if exposure to TV commercials drove website traffic for advertisers, whose websites are tagged by TVSquared. \u201cThey get the option of two KPI\u2019s or two pages based on their campaign objectives,\u201d Zapata<\/a> says.<\/p>\n Within 30 days, Comcast sales personnel and advertisers can log into dashboard \u201cand see if there was any lift to performance after exposure to an ad. For us it wasn\u2019t good enough to see lift website over a long period of time,\u201d so Comcast chose to use a 30-minute window of time after exposure to an ad.<\/p>\n It\u2019s a case of correlation as opposed to causation. \u201cGiving the right credit to television but not all credit,\u201d says Zapata.<\/p>\n This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page<\/a>. This series is presented by TVSquared<\/a>.<\/em><\/p>\n Zapata will be a speaker at the #BeetRetreat\u00a0 August 7 at GroupM<\/a>.\u00a0 Here is the speaker line-up:<\/p>\n Kelly Abcarian<\/span><\/a>, GM, Video Advanced Advertising, Nielsen, @kellyabcarian<\/span><\/p>\n Janet Balis<\/span><\/a>, Global Advisory Leader for Media & Entertainment, E&Y, @digitalstrategy<\/span><\/p>\n Mike Bologna<\/span><\/a>, President, one2one Media, Cadent, @CadentTV<\/span><\/p>\n Tim Castree<\/span><\/a>, CEO, GroupM North America, @castree<\/span><\/p>\n Marc Cestaro<\/span><\/a>, Director, Addressable Lead, MODI Media, @ModiMedia<\/span><\/p>\n Brendon Condon<\/span><\/a>, CRO, Comcast Spotlight, @ComcstSpotlight<\/span><\/p>\n Jennifer Donohue<\/span><\/a>, VP, Local Advertising Sales, Hulu, @hulu<\/span><\/p>\n Bob Ivins<\/span><\/a>, Chief Data Officer, NCC Media, @bobivins<\/span><\/p>\n Ryan Jamboretz<\/span><\/a>, Chief Development Officer, Amobee Broadcaster Solutions, @r_jamboretz<\/span><\/p>\n Jo Kinsella<\/span><\/a>, CRO & EVP, TVSquared, @JoKinsellaTVS<\/span><\/p>\n Joe Marchese<\/span><\/a>, Entrepreneur In Residence & Co-Founder, Human Ventures, @joemarchese<\/span><\/p>\n Brian Norris<\/span><\/a>, SVP, Direct to Consumer, Ad Sales, NBCU, @thebriannorris1<\/span><\/p>\n Joanna O\u2019Connell<\/span><\/a>, VP, Principal Analyst, Forrester Research, @joannaoconnell<\/span><\/p>\n Olga Ramos<\/span><\/a>, President of the Boys & Girls Clubs of Puerto Rico, @BGCPR<\/span><\/p>\n Sean Robertson<\/span><\/a>, General Manager, Partnerships, DISH Media, @DISHMedia<\/span><\/p>\n Howard Shimmel<\/span><\/a>, President, Janus Strategy & Insights, @HowardShimmel<\/span><\/p>\n Philip Smolin<\/span><\/a>, Chief Strategy Officer, Amobee, @philipsmolin<\/span><\/p>\n Ashley Swartz<\/span><\/a>, CEO & Founder, Furious Corp., @RedFuryNYC<\/span><\/p>\n Brian Wallach<\/span><\/a>, SVP, CRO, Advanced TV, Freewheel, @bw10<\/span><\/p>\n