Audience Addressable is now available for marketers to harness authenticated audiences to better plan, activate, and measure multiscreen campaigns and drive incremental reach regardless of their footprint

This capability is especially valuable for political and auto advertisers looking to reach local, regional, and market specific audiences

Effectv, the sales division of Comcast Advertising, has announced the expansion of its Audience Addressable solution to cater to regional and local advertisers. This initiative aims to democratize the power of addressable advertising, enabling advertisers of all sizes to deliver highly impactful multiscreen TV campaigns and extend their reach across Comcast’s extensive household footprint of over 28 million homes.

Addressing Signal Quality Challenges

Amidst concerns over signal quality impacting advertisers' ability to accurately identify and target their desired audiences, Effectv's solution leverages Comcast's deterministic data and authenticated audiences. This ensures reliable identity matching and precise campaign delivery across linear, video on demand (VOD), and streaming platforms. By offering a single buy option, advertisers can confidently reach their precise audiences wherever they consume premium TV content.

Empowering Regional and Local Advertisers

Pooja Midha, EVP and GM at Effectv, emphasizes the importance of addressing data quality concerns in today's fragmented advertising landscape: "We've seen a surge in national advertisers embracing addressable TV. Now, we're excited to extend our Audience Addressable solution to regional and local advertisers, empowering them to reach strategic audiences with heightened precision, efficiency, and scale."

Features and Benefits

With Audience Addressable, advertisers gain access to:

• Comprehensive Reach: Deliver impressions across linear and streaming platforms, including cable and broadband-only homes, ensuring coverage across diverse viewing habits.
• Transparent Reporting: Receive reliable reporting on campaign performance against key performance indicators (KPIs), enabling informed decision-making and optimization.
• Efficiency and Cost Savings: Achieve more efficient campaigns with limited wasted impressions and ad spend, as evidenced by the higher efficiency of addressable campaigns compared to linear alternatives.

Impact on Specific Industries

Effectv's Audience Addressable solution is particularly beneficial for industries such as political and automotive advertising, where granular targeting and localized messaging are crucial. Chris Vail, VP of Political Sales at Effectv, highlights its significance for political advertisers seeking to engage with voters on a local level ahead of upcoming elections.

Positive Feedback from Media Agencies

Media agencies, including The Tolland Group, have reported impressive results from incorporating Effectv's Audience Addressable solution into their media plans. Scott Tolland, Founder of The Tolland Group, emphasizes the effectiveness of addressability in the automotive sector, citing its ability to deliver personalized messaging and enhance customer-centric approaches.

Collaboration with FreeWheel

Effectv is collaborating with FreeWheel, its sister company and a leading technology platform for the TV ad industry, to introduce this expanded offering on a larger scale. This partnership aims to further enhance the accessibility and impact of addressable advertising for advertisers across various industries and markets.

Effectv's expansion of its Audience Addressable solution marks a significant step towards democratizing addressable advertising and empowering regional and local advertisers to maximize the impact of their TV campaigns. By leveraging Comcast's robust data capabilities and partnering with FreeWheel, Effectv is committed to delivering innovative solutions that drive results and enhance the efficiency of TV advertising in today's dynamic media landscape.