Comcast has rebranded its video advertising solution Effectv to “Comcast Advertising,” a name that comes with the launch of a new Media Solutions team.
As part of the rebrand, Comcast has appointed a handful of new executives within the Media Solutions unit, including Dawn Williamson to the role of Chief Revenue Officer; Gina Mingioni to Chief Operating Officer; and Karen Babcock to the role of Head of Strategy, Partnership and Supply, effective immediately.
The new Media Solutions team “will offer one point of entry for our expanded set of advertising assets, so whether local or national, traditional TV, streaming, or multiscreen, buyers can select specific media or bundle them to find the right solution for their businesses,” a spokesperson said on Tuesday.
“This streamlined, flexible approach will enhance the client experience for all advertisers, from small businesses to major agency holding companies, with solutions underpinned by the strength of Comcast’s media, data and technology assets,” the spokesperson affirmed.
Comcast Advertising will be launching a new product and services roadmap that leans into the new name by streamlining Comcast’s various ad-based solutions. Universal Ads and FreeWheel will be part of Comcast Advertising moving forward.
“These enhancements will strengthen our ability to meet the needs of today’s marketer, who is looking for trusted media partners that bring access to premium video at scale, with differentiated data and the right proof of performance, all delivered with a simple, seamless experience,” Comcast said.
And those products won’t just be in the United States: Comcast said its Media Solutions team will work globally as part of the newly-formed Comcast Advertising International group, which will be led by Thomas Bremond out of London. That team will cross-collaborate with others within NBC Universal (NBC, Peacock, Sky Showtime), Sky Group and other Comcast units.
