New Report from Comcast Advertising Finds Optimal Balance for TV and Streaming Advertising, Including Significant Portion Dedicated to Streaming
June 09 2022 - 12:30PM
Business Wire
The newly unveiled, yearly Comcast Advertising
Report recommends that advertisers allocate 20-30% of their premium
video budget towards streaming, and the rest to traditional TV.
Report examines major insights, implications
and predictions for advertisers, based on data from the perspective
of viewers, advertisers and sellers.
Today, Comcast Advertising released a new, cross-industry report
titled “The Comcast Advertising Report 2022: Actionable Insights
for the Modern TV Advertiser.” Relying on proprietary data, the
report provides a unique view into the current landscape from the
perspective of viewers, buyers and then sellers – culminating in a
specific and fact-based recommendation for the optimal balance of
TV and streaming advertising.
Comcast Advertising, the advertising division of Comcast Cable,
is comprised of Effectv, its advertising sales division, and
FreeWheel, its media and technology arm. Both parts of the business
contributed to the extensive findings in the report, providing a
broad perspective for readers.
“The TV advertising landscape is incredibly complex now, and
there are more players in the space than ever,” said Marcien
Jenckes, Managing Director, Comcast Advertising. “While most
reports focus on a single view of this complexity, Comcast
Advertising is in a unique position to see it from all angles – how
viewers are viewing, buyers are buying, and sellers are selling.
With this perspective, we are able to truly see what works and what
doesn’t in today’s landscape, and provide fact-based insights and
predictions about how advertisers can optimize their spend.”
Below are some of the key findings included in the report’s
inaugural edition:
- Viewers prefer live content on both TV and streaming. In fact,
89% of traditional TV viewing is spent watching live TV and 54% of
digital video viewing is live
- Viewers are exposed to more digital ads than ever before, as ad
views on digital services increased by 45% from 2H20 to 2H21
- Audience targeted campaigns have increased by over 50%
year-over-year, as advertisers turn to audience targeting to reach
viewers, at scale, across viewing platforms
- Programmatic ad views have grown 80% year over year, as
advertisers see programmatic buying as a way to reach specific
audiences more efficiently. There was also an increase in
programmatic campaigns bought on a guaranteed basis.
- As sellers move to programmatic models, they are working with
an average of 13 different programmatic partners – and up to 30 in
total
Following its focus on the latest trends for viewers, buyers and
sellers, the report delves into an actionable “formula for success”
for modern advertisers. Based on a study of more than 20,000
campaigns, Comcast Advertising recommends that advertisers allocate
20-30% of their TV budget towards streaming advertising, and the
rest to traditional TV.
“For years, advertisers have been asking us how to best balance
investments across traditional TV and streaming platforms in order
to enhance campaign performance,” said James Rooke, General
Manager, Effectv. “Advertisers shouldn’t be making a guess or
‘going with their gut’ on this; rather, they should focus on the
data. By looking at tens of thousands of campaigns across verticals
and across budget amounts, the data is quite clear – TV should
still act as the foundation for most advertisers, but reach is
highest when 20-30% of the budget is allocated to streaming.”
The report concludes with a look at predictions for the years
ahead. Included among these predictions is what’s next for
streaming, the importance of first-party data, the shift to
audience-based buying, the scaling of addressable advertising and
the growth of programmatic.
“This has been an incredible year for TV advertising’s progress
and innovation, and this is clearly evident in the discussions
we’ve having every day,” said Mark McKee, General Manager,
FreeWheel. “From addressable, to programmatic, to first-party data
– the opportunities are there for advertisers to do more with their
budgets and connect better with sellers. It’s critical for them to
look at the industry from all sides to understand where the
opportunities lie, and this report can help them do that.”
Click here to view the full 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 goal – 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 Contact Elaine Wong elaine_wong@comcast.com
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