Comcast Advertising's addressable TV advertising product, Audience Addressable, allows for precise, household-level targeting across all screens, all within a single campaign. This approach to TV advertising can help you maximize effectiveness by reaching audiences most likely to take action.
Get StartedIt uses data to put your ad precisely in front of the right households. Addressable advertising 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 different versions of your ads tailored to different audience segments.
The result is a supercharged multiscreen addressable TV campaign that ensures your ads are more relevant and therefore more memorable.
This solution uses household-level data to build audiences based or modeled on real attributes and characteristics. Different homes watching the same content can receive different ads, allowing more precise targeting across live TV, VOD, and streaming. After delivery, reporting and attribution help advertisers measure performance and refine future campaigns.
Traditional linear TV advertising shows the same ad to every household watching a program, while addressable TV advertising can deliver different ads to different homes. It can also complement CTV and OTT strategies by extending household-level targeting across screens, making it a strong fit for brands looking to support broader digital advertising efforts.
Audience Addressable helps you drive stronger performance with more precise addressable targeting, 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, this component accounts for more than a third of total reach, strengthening overall TV performance.
Having accurate, reliable data is more important than ever.
Comcast first-party deterministic data, collected from more than 30 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 This high level of accuracy helps brands activate addressable audiences with confidence.
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 and improve future addressable advertising performance.
Want to see how addressable TV 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 put you in front of the right audience at the right time to drive real results.