Comcast Advertising Announces Industry-Wide Initiative to Bring Greater Addressability to the TV Industry
June 18 2019 - 12:56PM
Business Wire
Charter and Cox Join “On Addressability”
Initiative to Enable Scalable TV Addressability
Encourages All TV Distributors to “Turn On”
Addressable Capabilities as First Step in Enabling Addressability
Across All TV Inventory Sources
Today, Comcast Advertising, the advertising arm of Comcast
Cable, a division of Comcast Corporation (Nasdaq: CMCSA), announced
the launch of a new initiative called On Addressability. The broad
goal of this initiative is to help the industry deliver a sound,
scalable and sustainable addressable solution to marketers that
maximizes the impact and value of television as a marketing
platform. Charter Communications and Cox Media, Cox Communications’
ad division, have joined Comcast Advertising in this effort.
“TV is a tremendous, resilient medium with unparalleled reach
and engagement, but data has changed the way that marketers use
media. Historically, TV has lagged digital in this area, and this
must change,” said Marcien Jenckes, President, Advertising, Comcast
Cable. “Our industry needs to find a way to fully participate in,
and lead, the data-driven future of advertising as only TV can.
We’re fully committed to making this happen. That’s the impetus
behind the On Addressability initiative.”
Enabling full addressability will involve the entire advertising
ecosystem, from marketers and content owners, to measurement
companies and tech providers. Comcast Advertising is spearheading
this initiative, along with Charter and Cox, because addressability
begins with the content distributors.
“It’s the distributors who bring the ads into viewers’
households each day. It is therefore incumbent upon us to lay the
groundwork and set up the infrastructure to truly ‘turn on’
addressability for the industry in a way that is secure, scalable
and effective,” added Jenckes.
The importance of bringing increased addressability to
television advertising is supported by a recent Advertiser
Perceptions survey, commissioned by Comcast Advertising, showing
that 92% of advertisers agree that enabling greater addressability
is very important to the future of TV advertising. (Advertiser
Perceptions, May 2019, 290 advertisers and agencies)
“Advertisers want to use television as a full-funnel solution
that marries the best of traditional television, with increased
data-driven capabilities for targeting and measurement,” said David
Kline, Executive Vice President, Charter Communications and
President, Spectrum Reach. “We look forward to working with
Comcast, and the rest of the industry, to establish best-in-class
practices that learn from digital media, yet maintain the security
and brand safety that have long been at the core of television
advertising.”
While the initial focus of On Addressability will be to help
distributors with the “how to” of enabling addressability based on
the collective learnings of Comcast, its European affiliate, Sky
Media, and the other distributors participating in the initiative,
other areas of focus are also planned. These include: working with
the industry around definitions and standards; educating
advertisers on the use cases and value that they can achieve in a
fully-activated addressable world; and finally, for inventory and
content owners, identifying best practices and business standards
for transacting on addressable campaigns.
The focus of the initiative was guided, in part, by input from
advertisers and clients. The Advertiser Perceptions research
commissioned by Comcast Advertising showed that advertisers would
be more willing to buy more addressable TV advertising if several
key challenges were addressed, including:
- Better measurement solutions (53%)
- Proof of ROI (51%)
- Easier to buy at scale (48%)
- More addressable inventory availability
(34%)
- Agreed upon standards across the
industry (34%)
- Better ways to ensure consumer privacy
(32%)
- More secure ways to share data
(31%)
- Better understanding of appropriate use
cases (29%)(Source: Advertiser Perceptions, May 2019, 290
advertisers and agencies. % of respondents who said selected factor
might influence them to buy more addressable TV.)
“Clients face a common set of challenges to increase
addressability to their TV advertising strategies. As an industry,
we must find a common set of solutions to these challenges in order
to offer the scale, security and ease of buying that today’s
advertisers demand,” said Louis Gump, senior vice president, Cox
Media. “We look forward to working with Comcast, Charter and a
growing list of other partners to make this happen.”
“NCC is speaking to national advertisers who are eager to put
addressable TV to work for their brands. NCC is committed to
working with MVPDs and the broader On Addressability initiative to
address and solve for the roadblocks that have stunted
addressability to date,” said Nicolle Pangis, Chief Executive
Officer at NCC Media, which is owned by Charter, Comcast and
Cox.
For more information and to receive updates on the On
Addressability initiative, please visit
www.comcastadvertising.com/onaddressability.
About Comcast Advertising
Comcast Advertising, the advertising arm of Comcast Cable, is
dedicated to bringing industry-leading television and video
solutions to marketers. It is comprised of two primary businesses:
Comcast Spotlight and FreeWheel. Comcast Spotlight,
www.comcastspotlight.com, is the advertising sales division that
helps put the power of cable to use for local, regional and
national advertisers. FreeWheel, www.freewheel.com, offers
advertising management solutions for “The New TV” ecosystem and
beyond, enabling its diverse client base — comprised of some of the
largest agency, media and entertainment companies — to manage and
maximize value from their TV and premium video media. Comcast
Cable, along with NBCUniversal and Sky, is part of the Comcast
Corporation (Nasdaq:CMCSA). Visit www.comcastadvertising.com
to learn more.
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Elaine Wong, 929-388-9098elaine_wong@comcast.com
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