There is no shortage of video content available for audiences to watch. Its ongoing proliferation combined with the convergence of new and traditional endpoints is shaking up the video ecosystem at large. And with TV’s evolution, the time is now to accurately define the medium.
The 2023 State of FAST, produced in partnership between Xumo and Comcast Advertising, explores the exponential growth of free ad-supported streaming TV (FAST) among advertisers and consumers, and the role it is playing in modern multiscreen TV advertising plans today.
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.
Get the latest insights on engagement and consumption trends across streaming and linear TV advertising. The 2023 Comcast Advertising Report provides actionable recommendations for the modern multiscreen TV advertiser to navigate today’s complex advertising ecosystem.
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.
The world's top marketers share their focus for 2023 in this video recorded at ANA Masters of Marketing.
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.
Claudio Marcus, VP Strategy, Comcast Advertising, shares views on cross-media measurement, impressions, & more. Learn what marketers need to know for the future.