Comcast Spotlight Tool Helps Local Advertisers Track Digital ActivityComcast Spotlight Tool Helps Local Advertisers Track Digital Activity

NEW YORK -- Instant IMPACT, powered by TVSquared, is a scalable, automated tool that allows local advertisers to track a television campaign’s impact on digital activity, including website visits.

Solution measures performance of current TV campaign and provides insights to optimize for better results in the future.

Comcast Spotlight today announced the launch of an attribution solution that will bring greater accountability to local TV advertising, allowing Comcast Spotlight clients to help drive online purchases.

The product, Instant IMPACT – launched in partnership with TVSquared, an industry leader in TV attribution – allows local cable TV advertisers to measure lower-funnel activity.

How it works
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 analyzes this data to optimize schedules for their clients.

Comcast Spotlight
TVSquared