Comcast Advertising has released its annual Comcast Advertising Report, providing actionable insights derived from billions of multiscreen TV impressions. The report offers a detailed look at how viewers are consuming content, how buyers are making decisions, and how sellers are approaching the media buying process. As advertisers plan for 2025, the report highlights challenges and opportunities within the rapidly evolving advertising landscape.

1. Maximizing Reach and Frequency as Key Challenges for 2025

   • Over half of advertisers rank maximizing specific reach and frequency in TV and video buys as their biggest challenge heading into 2025.
   • With TV advertising still a highly desirable medium, the complexity of delivering campaigns to the right audiences at the optimal frequency and scale is growing.

2. The Role of Data and Technology in Today’s Ecosystem

   • Success in TV advertising now requires a strategy built around premium data, quality media, sophisticated technology, and transparency.
   • “Without these elements, advertisers risk delivering suboptimal TV experiences that can harm brand reputation,” said James Rooke, President of Comcast Advertising.

3. Targeting and Measurement: The Growing Importance of First-Party and Contextual Data

   • Over two-thirds of advertisers actively use first-party data and contextual advertising solutions, while less than half rely on traditional identifiers like IP addresses.
   • 56% of advertisers would increase their video advertising spend if better measurement, attribution, or optimization tools were available.

4. Insights Into Buyer Trends and Multiscreen TV Growth

   • 97% of advertisers plan to increase or maintain their streaming TV spend over the next year, while 74% intend to continue investing in traditional TV.
   • Fast-growing free ad-supported streaming TV (FAST) is drawing increasing attention, with one-third of advertisers planning to increase their spend in this area.
   • Addressable TV is becoming more essential for advertisers, with 53% now considering it a must-buy.

5. The Shift Toward Programmatic and Audience-Based Buying

   • Sellers are enabling more programmatic transactions for streaming inventory, with 21% of streaming video ads now being bought programmatically.
   • Audience-based buying and targeting are gaining traction, with a 39% YoY growth in ad views using audience targeting for streaming campaigns.

6. Predicting Advertising Success in 2025

   • The report suggests that success in 2025 will be driven by a balance of good data, good media, and good technology.
   • Key trends include the growing importance of live events like sports, continued growth of addressable TV, improved advertising experiences for viewers, and multiscreen TV being embraced as a full-funnel performance engine.

As advertisers look ahead to 2025, the Comcast Advertising Report emphasizes the growing role of technology, data, and audience-based solutions in shaping the future of TV advertising. By focusing on transparency, premium data, and sophisticated technology, brands can successfully navigate the evolving landscape and achieve their advertising goals.