Cable television

Self-Serve Advertising for SMBs Comes to Cable TV

  • Aimed at small and medium businesses, Comcast Spotlight offers ads for as little as $250.
  • Businesses can choose between running their own ad or having Comcast produce a custom spot.
  • In addition to helping produce the ad, Comcast will provide regular updates on ad performance.

Getting your business known to a large audience takes effort, but there are countless services out there to help you get the job done. As social media continues to grow as a popular place to spend advertising budgets, television commercials remain a solid avenue to pursue. Earlier this week, Comcast announced an effort it says will lower the barrier of entry to bringing your business to the small screen.

When launched last Wednesday, officials said Comcast Spotlight TV Ad Planner is a self-service ad buying solution that allows small and medium-sized business owners to “plan, design, and manage ad campaigns in minutes.” mouse clicks”.

With Americans spending an average of nearly five hours a day watching TV, according to Nielsen, TV ads remain an important advertising tool for businesses. Hank Oster, senior vice president and chief operating officer of Comcast Spotlight, said the new service will be of great help to local business owners in the company’s 63 markets.

“TV Ad Planner provides a seamless and independent experience, allowing all customers, regardless of size, to use one of the most influential and powerful mediums to grow their business,” he said. .

Interactive television advertising for small businesses

With Comcast’s new Spotlight service, business owners who sign up have access to a self-service portal that allows them to choose how to pursue their advertising campaign.

You will use the platform’s website to select a location, as well as a coverage radius, where you wish to serve the advertisement. Then you select your target audience based on certain key demographics. Finally, you’ll be asked to provide details about your business, your advertising budget, and how long you want the ad to run. There is a minimum run time of two weeks and a budget of $250.

If your business has already produced a TV commercial, you can use Comcast Spotlight TV Ad Planner to broadcast it. As long as the ad matches Comcast’s content guidelines and specifications outlined in the company’s media kit, officials said all pre-made ads will work through the service.

If your business is new to TV advertising or you need help creating TV ads, Comcast’s new service will help you produce custom advertising to your specifications. The company offers three production options with varying degrees of customization, each taking 48-72 hours for less than $700. All they need, officials said, are company details and any images or logos you want to use.

Analytics helps SMBs make data-driven advertising decisions

When an ad campaign is underway or nearing completion, it’s important to know the ROI you’re getting. Without the right data to back up your efforts, you risk launching another ad campaign that might fall flat and not reach the right people.

To that end, Comcast officials said the new platform tracks and illustrates the performance of an advertisement on its service. Throughout the process, you can see the percentage of households reached by the ad in your chosen area, the number of impressions delivered by the ad, the networks serving your ad, and the average number of ads served. in every household.

With the Comcast Spotlight TV Ad Planner platform, local businesses are now able to deliver the ads they want to the customers they want to reach directly, said Maria Weaver, senior vice president and chief marketing officer of Comcast Advertising.

“From education to execution, the online portal guides clients through the process of planning, buying and delivering their TV campaigns,” she said. “This experience empowers businesses to use data-driven television programs to reach their target customers and achieve the results that only television can deliver.”