Blog

The IAB NewFronts is where the industry comes together to showcase the latest and greatest innovations in premium video. And this year, leaders from Comcast Advertising took the stage to share what we’ve been building for advertisers.

TV has always been one of the most powerful marketing tools for brands. Its sight, sound, and motion are what enables an advertiser to make an emotional connection with viewers – creating memories that turn into action. But the challenge with TV has always been, “How do we prove it?”

As viewing habits continue to evolve, one thing is increasingly clear: free ad-supported streaming TV (FAST) has become an essential part of how some audiences watch television today. What began as a complement to subscription streaming has now grown into a cornerstone of the modern TV experience...

Artificial intelligence isn’t just another technology trend; it has the potential to fundamentally shift how businesses operate. The technology is being used to predict and prevent fraud, cybersecurity threats and operational disruptions...

The advertising ecosystem has undergone a tremendous shift over the past decade. What was once a world where consumers spent their time watching traditional television and performance was measured primarily using TV ratings with broad demographic metrics has now evolved into a complex, multiscreen environment where consumers engage across traditional TV and streaming platforms.

Across conversations on connected TV (CTV), AI, retail media, and measurement, a consistent theme emerged: the future of advertising is being shaped by stronger signals, not louder noise.

TV advertising has always been a must-buy for brands as it drives growth in customer base and business. And for good reason: Research shows consumers are 42% more likely to say TV was how they first discovered a new brand compared to social media.

For many regional and local advertisers, growing their customer base isn’t always easy—especially when potential audiences are limited to specific DMAs or geographic areas. That’s where addressable TV advertising comes in.

TV has always been a powerful tool for driving brand awareness, but measuring its performance across the funnel has typically been a challenge. Today’s advertisers need to be able to understand how all of their media investments are driving impact – including TV.

Women’s sports have experienced a major surge in popularity over the last few years, and with its record-breaking viewership comes the ripe opportunity to connect with engaged audiences. 60% of sports fans said they would like to see more media exposure for women’s sports highlighting the major interest from viewers.