Research shows audience-based buying and
targeting becoming more important as demonstrated by a 39% YoY
growth of ad views using audience targeting for streaming
campaigns
Advertisers rank viewer experience, targeting,
and premium content as key factors when planning multiscreen
campaigns
Today, Comcast Advertising released its annual Comcast
Advertising Report, revealing data-based, actionable insights
gleaned from billions of multiscreen TV impressions into how
viewers are viewing, buyers are buying, and sellers are selling
today to inform and improve the media buying process of tomorrow.
The report shows that as advertisers start planning for 2025, over
half rank maximizing specific reach and frequency in their TV and
video buys as their biggest challenge heading into the new
year.
“While TV advertising continues to be a highly desirable way for
brands to get in front of consumers, delivering campaigns to the
right audiences at the optimal frequency and scale can feel
daunting,” said James Rooke, President of Comcast Advertising.
“Success in today’s ecosystem requires a strategy built around
premium data, quality media, sophisticated technology, and, most
importantly, a focus on transparency throughout. Without these, you
risk marring your brand with a suboptimal TV experience.”
Targeting and Measurement
While many different signal and identity solutions have emerged
in recent years, first-party data and contextual solutions are
securing the most attention from advertisers. Over two-thirds of
them are actively using first-party data and contextual advertising
solutions, while less than half are relying on traditional
identifiers, IP addresses or universal IDs.
According to the report, 56% of advertisers say they’d increase
their video advertising spend if it came with better measurement,
attribution or optimization capabilities. This comes as more
advertisers turn to multiscreen TV as a full-funnel solution, not
just a vehicle for cheap reach.
Insights Into Buyer Trends Driving Success
According to the latest report, 97% of advertisers plan to
increase or maintain their streaming TV spend in the next 12
months, while 74% plan to do the same with traditional TV.
Additionally, about a third of advertisers are looking to increase
their spend in free ad-supported streaming TV (FAST.)
The report reinforces that advertisers are increasingly looking
to solutions such as addressable TV advertising and programmatic to
more effectively reach audiences. In fact, 53% of advertisers now
consider addressable TV a must-buy, while data shows that
advertisers are increasing their use of programmatic, showing 15%
YoY growth.
Additional key findings of the report include:
- Advertisers rank overall viewer experience (76%), targeting
capabilities (82%), and content (88%) as some of the most important
factors when planning multiscreen TV campaigns.
- It’s all about the big screen: Over 87% of viewers prefer
watching streaming content on the TV screen – across paid TV
streaming and free streaming.
- Sellers are enabling more streaming inventory to be transacted
programmatically, with 21% of streaming video ads today being
programmatic.
- Audience-based buying and targeting is becoming more important
for advertisers indicated by the 39% YoY growth of ad views using
audience targeting for streaming campaigns.
- 56% of advertisers rank delivering specific reach and frequency
as one of their top two factors for measuring success,
demonstrating the need for providers with sophisticated technology
that can enable effective campaign delivery and transparent
performance reporting.
- As access to reliable identifiers becomes more challenging, 89%
of advertisers are actively using or planning to use contextual
advertising solutions to deliver relevant experiences.
What Will Drive Advertising Success in 2025
The report posits that multiscreen TV advertising success in
2025 will lie at the intersection of good data, good media, and
good technology. The report goes on to define each of these terms,
using the findings of the research to qualify what defines the best
kinds of data, media, and technology.
The report concludes with several industry predictions for the
year to come. Among the predictions is that live events like sports
will shape the streaming landscape, especially as programmatic
activation increases; addressable will continue on its growth
trajectory as advertiser look for accuracy, accountability, and
unification across screens; viewers will expect better advertising
experiences; and multiscreen TV will be embraced as a full-funnel
performance engine that can drive awareness, consideration, and
action, while providing transparent measurement.
The Comcast Advertising Report is based on an in-depth analysis
of impressions from Comcast’s advertising sales division, Effectv,
and from its advertising technology platform, FreeWheel, as well as
commissioned research into viewing and buying habits from research
partners.
To view the full findings as outlined in Comcast Advertising’s
latest report, visit here.
Note: The full list of sources can be found in the 2024 Comcast
Advertising 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, all data types, and all sales
channels, in order to ensure the ultimate goal – results for
marketers. Comcast Advertising, along with NBCUniversal and Sky, is
part of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
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version on businesswire.com: https://www.businesswire.com/news/home/20241209340655/en/
Media Contacts Emily Miller Emily_Miller@comcast.com
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