Comcast Advertising, Cox Media and Spectrum
Reach Share Collective Insights on Enabling and Utilizing
Addressable TV Campaigns to Help Advertisers, Programmers and Other
Distributors Accelerate Addressable TV Efforts
Today, the founding members of On Addressability – Charter’s
Spectrum Reach, Comcast Advertising and Cox Media – announced the
launch of the On Addressability playbook to help the television
industry “turn on” addressability. It is designed as a guide for
the industry, providing explanations of terminology, suggested best
practices and shared learnings for enabling addressable advertising
TV campaigns. Its content should help other distributors,
programmers, advertisers, and agencies by providing useful insight
to any companies whose businesses touch addressable TV advertising
in some way.
On Addressability is an initiative founded in June 2019 with the
goal of maximizing television’s impact and value as a marketing
platform. The playbook and supporting website,
www.onaddressability.com, support the initiative’s overarching
belief that enabling scalable, addressable TV advertising is
foundational to its continued growth and relevancy to marketers.
This includes the use of aggregated data, targeting, measurement
and attribution consistent with a company’s own commitments to
privacy.
“Since the launch of On Addressability, we’ve been talking with
major programmers and distributors to help marketers incorporate
addressability into their TV strategies to drive better results.
Despite this progress, however, there are still challenges for both
buyers and sellers alike. That was the impetus for the playbook,”
said Marcien Jenckes, President, Comcast Advertising. “The timing
could not be better. In the current environment, advertisers are
ready to pivot, and we need to be ready, too. The technology is
there. Now we just need to bring advertisers a more scalable and
consistent offering – and do it quickly.”
On Addressability/A Playbook for “Turning On” Addressable TV
Advertising features:
- An ecosystem overview, as well as common definitions and
standards for Addressable TV advertising and its supporting
components
- A step-by-step technical guide for programmers and distributors
to launch addressability within their environments
- A Buyer’s Guide to Addressable TV advertising, including
strategies for incorporating addressability into media strategies
to drive specific advertising objectives
- A Seller’s Guide to Addressable TV, offering shared learnings
on executing addressable TV campaigns for marketers with scalable
and easy-to-use solutions.
“To maximize the value that television brings to marketers as a
full-funnel solution, we must ensure that addressability rolls out
in a secure, simple, and scalable way,” said David Kline, Executive
Vice President, Charter Communications and President, Spectrum
Reach. “This will take the commitment of the entire television
advertising ecosystem. As a frontline distributor of addressable
solutions, Spectrum Reach is eager to work with our partners
Comcast and Cox to share our thinking and learnings and help
accelerate this process.”
While the playbook is one of the most comprehensive guides
available on this topic, given the rapid pace of change in both
consumer and advertising technologies, it is meant to be a living
document. The playbook will live on www.onaddressability.com, a
content hub for the industry offering information, commentary and
thought leadership on the addressable TV space. On Addressability’s
stakeholders will add content on an ongoing basis and invite others
in the industry to share their insight and learnings.
“The interest in data-driven, audience-based TV advertising
strategies from both media buyers and TV sellers has never been
stronger, and we face a set of common challenges to realize our
full potential,” said Louis Gump, senior vice president, Cox Media.
“The fastest way to clear these hurdles is to work together as an
industry to determine best practices, improve processes, and share
strategies for success. On Addressability is helping the industry
move toward these goals, and the playbook is one tangible example
of these efforts.”
For more information on the playbook and the On Addressability
initiative, please visit www.OnAddressability.com.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast
Cable. As a global leader in media, technology and advertising,
Comcast Advertising fosters powerful connections between brands and
their audiences as well as between publishers, distributors, MVPDs,
agencies and other industry players. Effectv, its advertising sales
division, helps local, regional, and national advertisers connect
with their audiences on every screen by using advanced data to
drive targeting and measurement of their campaigns. FreeWheel, its
media and technology arm, provides the technology, data enablement
and convergent marketplaces required to ensure buyers and sellers
can transact across all screens, across all data types and all
sales channels, in order to ensure the ultimate goal – results for
marketers. Comcast Cable, along with NBCUniversal and Sky, is part
of the Comcast Corporation (NASDAQ: CMCSA). Visit
www.comcastadvertising.com to learn more.
About Charter
Charter Communications, Inc. (NASDAQ:CHTR) is a leading
broadband connectivity company and cable operator serving more than
30 million customers in 41 states through its Spectrum brand. Over
an advanced communications network, the company offers a full range
of state-of-the-art residential and business services including
Spectrum Internet®, TV, Mobile and Voice.
For small and medium-sized companies, Spectrum Business®
delivers the same suite of broadband products and services coupled
with special features and applications to enhance productivity,
while for larger businesses and government entities, Spectrum
Enterprise provides highly customized, fiber-based solutions.
Spectrum Reach® delivers tailored advertising and production for
the modern media landscape. The company also distributes
award-winning news coverage, sports and high-quality original
programming to its customers through Spectrum Networks and Spectrum
Originals. More information about Charter can be found at
corporate.charter.com.
About Cox Media
Cox Media is the advertising sales division of Cox
Communications, the third largest cable entertainment and broadband
services provider in the country. Cox serves approximately 6
million residences and businesses, giving Cox Media’s customers the
opportunity to reach their ideal customer wherever they go.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20200914005105/en/
Comcast Advertising/On Addressability Elaine Wong,
elaine_wong@comcast.com
Charter Stacey Mitch, stacey.mitch@charter.com
Cox Media Merrie Beth Salazar,
merriebeth.salazar@coxmedia.com
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