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.
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“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.
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