Perone will lead the team responsible for creating and defining the product roadmap of
new, technology supported products, capabilities and enhancements.
Zapata will spearhead the company’s efforts in advanced analytics, measurement,
insights, effectiveness and custom client research.
Effectv, the advertising sales division of Comcast Cable, today announces the promotion of two executives to lead new company disciplines: Kelly Perone is now vice president of product strategy and Andrea Zapata is vice president of data innovation and insights. The promotions are effective immediately.
Moving forward, Perone will oversee the new product strategy department and collaborate with leadership across Effectv to drive growth through the creation of client-centric products and solutions, innovative enhancements to existing products and new technology partnerships. Based in New York, she now reports to Effectv svp and chief operating officer Hank Oster.
“Our clients are increasingly focused on innovation. They are looking for better ways to target audiences and measure results, while reaching their customers in premium TV content. We have made good strides in meeting those needs and I am excited to lead Effectv's product strategy and help drive our holistic approach to enriching the value of our inventory,” Perone said.
Perone has more than 20 years of experience in the media and advertising technology industry, analyzing, building and developing products. She joined Effectv from Tremor Video, now Telaria Inc (TLRA), where she oversaw their SSP and DSP development of video advertising opportunities across devices as senior vice president, product and strategy. Prior to Tremor, she held various product leadership positions at small media and ad tech startups, and created the original digital campaign stewardship platform for Donovan Data Systems (now Mediaocean). She joined Effectv in 2017.
Zapata will oversee the newly formed data innovation and insights team, responsible for advanced analytics, measurement, insights, effectiveness and in-market research. She will focus on bringing innovative, data driven and attribution solutions to the forefront. Her team will also be instrumental in delivering analytics, measurement, insights and effectiveness solutions to the markets and providing custom research insights for all lines of businesses. Zapata is also based in New York and reports to Oster.
“At Effectv, we have the ability to glean valuable insights about TV viewership through analysis of proprietary data, vendor data or client data. This allows us to provide clients with industry trends or custom research about what their customers watch. In this new role, I look forward to providing data driven and audience focused reports and analysis in order to garner results for our clients,” she said.
Since joining Spotlight, Zapata has built a team that evangelizes an audience-based approach to selling by applying data to drive revenue and success. In the last six months, they were instrumental in releasing insights on marketplace trends, featuring Effectv's value within them, including The New TV and most recently, the TV Viewership Report. She joined Effectv from Vevo in 2017, where she was formerly vp, research and analytics.
Prior to Vevo, Zapata led Ad Sales Research at Hulu, where her team initiated demographic currency reporting capabilities that drove Hulu’s acceptance by all major agencies and holding groups as a major player in video.
“We believe that our work and innovation in recent months to move to a more solutions-based, data-driven approach to advertising positions us well for the future. That said, we are constantly looking at ways to stay ahead of the rapidly changing television ecosystem. By creating a focus on product strategy and a clear product roadmap with Kelly, and a focus on innovating with data with Andrea, we are poised to meet the growing needs of our clients,“ said Hank Oster, senior vice president and chief operating officer.
Effectv, the advertising sales division of Comcast Cable, helps put the power of cable to use for local, regional and national advertisers. It is focused on providing multi-screen marketing solutions to reach audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Effectv has a presence in nearly 66 markets with more than 35 million owned and represented subscribers. For more information, visit www.effectv.com.