Comcast’s advertising business Effectv is offering targeted ad campaigns to local and regional ad buyers through its Audience Addressable product. Audience Addressable uses data collected by Comcast to ensure commercial inventory are seen by viewers and across platforms that ad buyers want to target with their campaigns.
“In today’s fragmented ad landscape, marketers are rightly concerned about data quality due to signal loss,” said Pooja Midha, the EVP and General Manager at Effectv. “For advertising to work, brands need efficient, accurate ways to reach valuable audiences.”
Midha continued: “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 percent — 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.”
Effectv will work with another Comcast ad business, Freewheel, to help scale up the local and regional advertising offering through Audience Addressable. There will be a specific focus on political and auto industry campaigns, the company said.
“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,” Chris Vail, the VP of Political Sales at Effectv, said in a statement. “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.”
Some brands are already seeing an increase in effectiveness across campaigns.
“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 of 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.”
