AD NETWORKS

Comcast Advertising's New Report Finds Optimal TV and Streaming Advertising Balance

Comcast Advertising | June 10, 2022

Comcast Advertising's New Report
The Comcast Advertising Research 2022: Actionable Insights for the Modern TV Advertiser is a new, cross-industry report published by Comcast Advertising. Using proprietary data, the research offers a unique perspective on the present situation from the perspectives of viewers, buyers, and sellers, concluding with a detailed and fact-based proposal for the best balance between TV and streaming advertising.

Comcast Advertising, the advertising division of Comcast Cable, consists of the advertising sales segment Effectv and the media and technology division FreeWheel. Both divisions contributed to the report's detailed results, giving readers a broad viewpoint.

The report delves into a practical "success formula" for contemporary advertisements after analyzing the most recent patterns among viewers, purchasers, and sellers. Based on an analysis of more than 20,000 campaigns, Comcast Advertising advises marketers to invest 20 to 30 percent of their TV budget in streaming advertising and the remainder in traditional TV.

The report concludes with projections for the following years. These forecasts include the future of streaming, the significance of first-party data, the change to audience-based buying, the scalability of targeted advertising, and programmatic expansion.

Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers."

Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It's critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that."

Spotlight

A short guide and simple guide to online behavioural advertising. Behavioral targeting comprises a range of technologies and techniques used by online website In the work titled An Economic Analysis of Online Advertising Using Behavioral Targeting, Chen and Stallaert (2014) study the economic, Online Interest-Based Advertising FAQ: What is online interest-based (or online behavioural)advertising? How does online interest-based advertising work?

Spotlight

A short guide and simple guide to online behavioural advertising. Behavioral targeting comprises a range of technologies and techniques used by online website In the work titled An Economic Analysis of Online Advertising Using Behavioral Targeting, Chen and Stallaert (2014) study the economic, Online Interest-Based Advertising FAQ: What is online interest-based (or online behavioural)advertising? How does online interest-based advertising work?

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