Despite economic challenges, advertisers remain optimistic about the value of the TV ecosystem as a core driver of their marketing goals. More than nine out of 10 advertisers expect to maintain or increase spending in streaming and free ad-supported streaming TV (FAST) over the next 12 months, according to the second annual Comcast Advertising Report.
For all the talk of smartphones and other portable devices dominating consumer attention, households still spend nearly six hours a day watching TV, according to The TV Viewership Report produced in March by Effectv. And despite the popularity of time-shift viewing and the number of ad-free streaming services available, the majority of American viewers are still consuming plenty of what they consider “TV” with ads, much of it on a large display in their home.
Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments.
At an NYC event for Go Addressable, ad industry leaders spoke of the pace of adoption and scale of addressable advertising. Read on for more highlights.
Comcast Advertising’s latest report, TV Makes Memories, highlights how ads in a TV environment have the unique ability to drive recall for viewers. This study, produced in partnership with MediaScience, explores how different types of ad exposures drive engagement and impact memory.
Claudio Marcus, VP Strategy, Comcast Advertising, shares views on cross-media measurement, impressions, & more. Learn what marketers need to know for the future.
Read a MediaVillage column written by Marcien Jenckes, President, Comcast Advertising. In it, he suggests one of the considerations to foster and grow diversity, equity and inclusion (DE&I) should be to create a sense of belonging for all.
Read our new study on how cross-screen TV advertisers and marketers are approaching measurement in 2021.
Let’s take a look at some of 2020’s major industry topics and see how agencies are approaching the year ahead.
The events of COVID-19 are impacting media agencies in ways that are still evolving. This report outlines the challenges agencies are facing, and the innovative solutions they’re turning to in these unusual times.