Effectv Extends Audience Addressable to Enable Regional and Local Market Advertisers to Deliver Household Targeted Campaigns
June 05 2024 - 8:00AM
Business Wire
Audience Addressable is now available for
marketers to harness authenticated audiences to better plan,
activate, and measure multiscreen campaigns and drive incremental
reach regardless of their footprint
This capability is especially valuable for
political and auto advertisers looking to reach local, regional,
and market specific audiences
Effectv, the sales division of Comcast Advertising, today
announced the official expansion of its Audience Addressable
solution to help regional and local advertisers, in addition to
national brands, tap into the power of addressable advertising to
deliver more impactful multiscreen TV campaigns and drive
incremental reach across Comcast’s +28MM household footprint.
This solution comes at a time when signal quality is impacting
the ability for advertisers to accurately identify and target their
high-value audiences and prospects. The solution is powered by
Comcast’s deterministic data and authenticated audiences ensuring
reliable identity matching, and accurate campaign delivery across
linear, video on demand (VOD), and streaming platforms – all in a
single buy – enabling advertisers to confidently reach precise
audiences wherever they are watching premium TV content.
“In today’s fragmented ad landscape, marketers are rightly
concerned about data quality due to signal loss. For advertising to
work brands need efficient, accurate ways to reach valuable
audiences,” said Pooja Midha, EVP and GM, Effectv. “We’ve seen a
surge in national advertisers buying addressable TV fueled by
aggregated Comcast data insights that offer initial audience match
rates as high as 95%– much higher than IP address match rates.
We’re thrilled to be able to bring our Audience Addressable
solution and its heightened precision to regional and local
advertisers, enabling them to better reach their strategic
audiences with accuracy, efficiency, and scale.”
With Audience Addressable, advertisers can deliver impressions
to their audiences across linear and streaming, including cable and
broadband-only homes to reach cord cutters via any household
streaming device, and then receive reliable and transparent
reporting into how their campaigns performed against their KPIs.
This allows regional and local advertisers unprecedented
capabilities and scale to ensure they are only reaching the
intended or in-market households, helping to deliver more efficient
campaigns and limit wasted impressions and ad spend. In fact,
research found that eCPMs (effective CPMs) for addressable
campaigns are more efficient than linear eCPMS, highlighting the
value the medium can bring to regional and local advertisers.
This solution is applicable to all categories, but particularly
valuable for political and auto advertisers that need to
effectively reach audiences with relevant messaging on a granular
and local level.
“This is an incredibly powerful tool for political advertisers,
as it’s crucial they have the ability to reach potential voters and
speak to constituents on important issues at a local level for
down-ballot elections, or when hyper-targeting specific voter or
audience segments for broader state-wide campaigns,” said Chris
Vail, VP, Political Sales, Effectv. “With the availability of the
Audience Addressable solution, political advertisers can more
precisely target and reach voting households with messaging that is
relevant. This is essential as they ramp up to a general election
this November and should be in every advertiser’s media
strategy.”
Media agencies are already seeing impressive results from
utilizing the Audience Addressable solution on behalf of their
clients.
“We’re really pleased with the success and results we’ve seen
since incorporating Effectv’s Audience Addressable in our media
plans,” said Scott Tolland, Founder, The Tolland Group. “In the
auto sector, especially, this solution is well timed. Think about
it: Buying a vehicle, whether new or used, is no small decision and
because of this, we have to really put the customer first and keep
their needs and what they’re looking for in mind. Addressability
really helps add that custom, personalized touch and that’s a big
part of why we think this solution is so effective.”
Effectv is partnering with its sister company, FreeWheel, a
global technology platform for the TV ad industry, to introduce
this new offering on a larger scale.
About Effectv Effectv, the sales division of Comcast
Advertising, helps local, regional, and national advertisers use
the best of digital with the power of TV to grow their business. It
provides multiscreen marketing solutions to make advertising
campaigns more effective and easier to execute. Headquartered in
New York with offices throughout the country, Effectv has a
presence in 66 markets with nearly 35 million owned and represented
subscribers. For more information, visit www.effectv.com.
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Media: Meredith Fitzgerald
Meredith_Fitzgerald@comcast.com 215-970-8504
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