Comcast Advertising Report Finds That in Light of Growing Focus on Brand Safety and Transparency, Advertisers are Flocking to Premium Video Environments
July 19 2023 - 9:04AM
Business Wire
Report shows that consumers are 58% more likely
to recall an ad on professionally produced programming than on
user-generated content
Despite economic uncertainty, 94% of
advertisers expect to maintain or increase spending in premium
streaming channels in the next 12 months
Today, Comcast Advertising announced the release of its annual
Comcast Advertising Report, revealing data-based insights into how
viewers are viewing, buyers are buying, and sellers are selling
multiscreen TV advertising today. The study provides comprehensive
insights on the newest engagement and consumption trends across
streaming and linear TV advertising and provides actionable
recommendations for the modern advertiser.
The Comcast Advertising Report is based on an in-depth analysis
of billions of impressions from Comcast Cable’s ad sales division,
Effectv, and from its ad technology platform, FreeWheel, as well as
commissioned research into viewing and buying habits from research
partners.
According to the report, despite economic uncertainty, 94% of
advertisers anticipate maintaining or increasing their spending on
premium streaming in the next 12 months (40% plan to increase their
spend.) The findings demonstrate a significant preference among
advertisers for premium, professionally produced video content,
where, the report finds, viewers are 58% more likely to remember an
ad as compared to within user-generated video.
“The industry continues to transform at break-neck speed toward
a more data-driven, automated approach to buying and selling
advertising,” said James Rooke, President, Comcast Advertising. “As
this transformation accelerates, the value of trusted, transparent
and engaging viewing environments has never been more important.
The Comcast Advertising Report provides a unique and layered
perspective into these environments and how buyers, sellers and
viewers are navigating today’s complex media landscape.”
Key findings from the report include:
- Traditional TV is still a core strategy in media plans, with
80% of advertisers planning to maintain or increase their spend on
traditional TV in the coming year.
- Across both TV and premium streaming, the “big screen” TV is
still the preferred viewing spot for most consumers, accounting for
82% of ad views.
- As free ad-supported streaming TV (FAST) matures as a free
alternative to linear TV, viewers are engaging with content in the
same way they do with AVOD, and seeing the content as equally
premium.
- Both buyers and sellers are embracing programmatic as a way to
unlock efficiencies in TV advertising. As a result, premium
programmatic ad views have increased 12% compared to a year
ago.
- The share of live sports impressions transacted
programmatically has increased 38% so far in 2023 compared to 2022,
as sports programming moves to streaming and publishers turn to
dynamic ad insertion and private marketplaces to capture increased
revenue.
The report uncovers that buyers continue to face challenges in
obtaining incremental reach, citing cost and frequency control as
the biggest obstacles. The study analyzed billions of impressions
to provide the following recommendations pertaining to maximizing
reach and connection:
- To get the most exposure, TV advertisers should allocate 20-30%
of premium video budget towards streaming and the rest to
traditional TV.
- To maximize reach and impact against both in-market and future
customers, advertisers should allocate 30% of impressions to highly
targeted, addressable strategies and the remaining to broader,
data-driven TV and streaming, while also spreading investment
across networks, dayparts, and over months.
- Advertisers should capitalize on the big screen, where unaided
recall is 2.2x higher and purchase intent 1.3x higher as compared
to the same ad in a mobile digital in-stream environment.
"In the face of unprecedented change in the way consumers are
viewing premium video content, buyers and sellers alike are looking
for tangible metrics on what works best within this new TV
environment,” said Travis Flood, Executive Director of Insights,
Comcast Advertising. “The goal of this report is to provide
actionable advice on using all the tools and channels now available
for advertisers to maximize audience reach and drive strong viewer
connections. Fortunately, Comcast’s role in video distribution,
media and ad tech affords us the purview to deliver upon this
ambitious objective.”
The report concludes with several industry predictions for the
year to come. Among the predictions is that linear will
increasingly behave more like digital, that more streaming
platforms will offer bundled subscription plans, collaboration
between companies will further drive innovation, contextual
targeting will continue to become more sophisticated, and
advertising sustainability will be an important focus for U.S.
advertisers and publishers.
To view the full findings as outlined in Comcast Advertising’s
new advertising report, visit here.
Note: The full list of sources can be found in the 2023 Comcast
Advertising Report.
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 among 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 goals – results for
marketers. Comcast Cable, along with NBCUniversal and Sky, is part
of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
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Media Elaine Wong elaine_wong@comcast.com
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