In the US, comms giant Comcast has formed CM 360, a new business unit specializing in cross platform advertising and targeting, within its Spotlight advertising sales division. Andrew Ward will lead it as Group Vice President.
CM 360 (Comcast Media 360) will concentrate on three areas: targeting particular demographics using segmentation tools; using media such as video on demand (VOD) to allow consumers to engage with ad content; and working with independent third-party research companies to measure the impact of advertising. Among the areas covered will be on-air advertising, long-form VOD content, interactive program guide (IPG) banner messages, and mobile applications.
Charlie Thurston, President of Comcast Spotlight, comments: ‘Viewers increasingly expect to control where, when and how they watch their favorite shows, while advertisers are focused on delivering the right message to the right audience at the right time - and Comcast Media 360 is the bridge that will link them. We’re singularly focused on delivering impressions, and by putting all of our resources together, we can offer an unmatched marketing solution that delivers those impressions on TV, online and on-the-go.’
Comcast Spotlight is based in New York with offices throughout the US, and has approximately 30 million owned and represented subscribers.
Web site: www.comcast.com