Comcast Advertising's Audience Addressable allows for precise, household-level targeting across all screens, all within a single campaign. This can help you reach the audiences most likely to take action, so you can maximize effectiveness.
Get StartedAddressable advertising uses data to put your ad precisely in front of the right households. It is targeted so that only those households within your desired audience receive your message.
This means different households tuning into the same program will receive different ads based on their specific characteristics. It also means you can deliver tailored versions of your ad to different audience segments.
The result is a supercharged multiscreen TV campaign that ensures your ads are more relevant and therefore more memorable.
Audience Addressable helps you drive stronger performance by targeting your campaign more precisely, helping reduce ad waste and increase ROI.
Audience Addressable’s customized ads contribute to higher brand recall, as consumers are 86% more likely to recall ads that were relevant to them.1
A recent Comcast Advertising study showed that when campaigns include Audience Addressable, it accounts for more than a third of total reach.
Having accurate, reliable data is more important than ever.
Comcast first-party deterministic data, collected from more than 28 million Comcast households, paves the way for highly targeted addressable campaigns and enables advertisers to reach authenticated, high-value audiences.
Our data yields a 95% initial match rate2 and enables you to reach authenticated audiences across live TV, VOD, and streaming. It’s based on our actual customer data, so it stays relevant for longer, compared to IP-based data whose accuracy drops to as little as 24% after 90 days.2
Plus, we match insights from our first-party data with third-party insights to identify your target audience with even greater precision. We can also use insights you provide for an added layer of precision.
Maximize your multiscreen campaign with the incremental reach of addressable targeting. Use Audience Addressable to target households that TV advertising alone would not have reached.
Through Audience Addressable, advertisers can better understand the connection between accurately reported exposures and outcomes. It creates opportunities for advertisers to reduce waste and maximize investment by driving outcomes across the entire purchase funnel.
lift in brand awareness
lift in web visits
lift in sales matchbacks
With built-in attribution solutions, you can see detailed results of your own Audience Addressable campaign to ensure it’s delivering measurable business results.
Want to see how addressable advertising can help boost your business? Check out our guide for local advertisers here.
Sources: 1. Comcast Advertising, MediaScience in-lab study, Nov. 2023. KPIs measured in post-exposure survey following 30-minute viewing session, n=641. 2. Go Addressable, “Guidelines for planning & buying addressable TV advertising,” 2024, https://goaddressable.com/wp-content/uploads/2024/02/Go_Addressable_CIMM_Planning_Buying_Addressable_TV_Report_2024_Final.pdf. 3. Comcast aggregated viewership data combined with ad exposure data from Audience Addressable campaigns, 2H 2024. 4. Compared to linear TV. Comcast aggregated viewership data combined with ad exposure data from advertiser Audience Addressable and linear TV campaigns. July – Sept. 2024. Total HHs. n=43. No-TV HHs are defined as those with no TV service or TV viewing within campaign time period. Comcast HHs with a pay TV service that spent, on average, less than about one hour per day viewing were defined as “light TV” viewing HHs. 5. Analysis of 206 addressable MVPD campaigns across 10 verticals, Ampersand aggregated viewership insights tied to exposure data. Campaign exposure period analyzed: 1Q 2022 to 4Q 2023. Measurement partners: Brand awareness lift: Dynata, Kantar; Location visitation: Experian, InMarket; Web visitation: D+M, Experian; Sales matchback: Acxiom, D+M, Epsilon, Experian, NCS, Polk.
We’ll use data insights to put you in front of the right audience at the right time and drive real results.