The world of multiscreen TV advertising is in constant motion. It seems every day there is a new technology or offering that promises to upend the industry. Advertisers want simplicity and performance from their media spend, and yet it’s increasingly hard to discern what moves the needle and what is just sales spin. And, as media viewing habits continue to change, technology innovation accelerates, and the structure of the media supply chain evolves, the level of complexity to navigate will remain high.
At Comcast Advertising, our goal is to simplify the world of multiscreen TV advertising, helping advertisers ensure that their media dollars work harder at every stage of the marketing funnel.
With this in mind, Comcast Advertising is introducing a new Media Solutions team to amplify and simplify advertisers’ access to the performance power of our media assets.
A New Name, a Streamlined Approach
The Media Solutions team will offer one point of entry for our expanded set of advertising assets, so whether local or national, traditional TV, streaming, or multiscreen, buyers can select specific media or bundle them to find the right solution for their businesses. This streamlined, flexible approach will enhance the client experience for all advertisers, from small businesses to major agency holding companies, with solutions underpinned by the strength of Comcast’s media, data and technology assets.
To reflect this change and represent the expansion of our media solutions capabilities, we will be sunsetting the Effectv name. Advertisers across the country have come to know Effectv as a powerful way to connect with customers through multiscreen TV advertising; now, as we restructure and enhance our offerings to better align with our clients’ needs, the Media Solutions team will go to market under the Comcast Advertising name.
Our priority is to increase speed to impact for our clients and I have assembled a leadership team to make that a reality:
- Dawn Williamson will lead this new US media sales function for Comcast Advertising, in the newly created position of Chief Revenue Officer.
- Gina Mingioni will take on the role of Chief Operating Officer, bringing media product and operations under her remit alongside her existing responsibilities for client experience and Comcast data.
- Karen Babcock will be assuming the role of Head of Strategy, Partnerships, and Supply, focusing on evaluating new inventory opportunities and forming strategic partnerships to enhance our customer value proposition.
Enhanced Solutions
In the coming months, we will be rolling out an enhanced roadmap for improved capabilities and streamlined ways of working with us, made possible as we better unlock the power of Comcast’s portfolio of advertising assets and powerful first-party data. These enhancements will strengthen our ability to meet the needs of today’s marketer, who is looking for trusted media partners that bring access to premium video at scale, with differentiated data and the right proof of performance, all delivered with a simple, seamless experience.
More than ever, our solutions will enable marketers to reach their target audience on the big screen within engaging, premium video environments at the center of our viewers’ lives, including live watercooler-moment sports events like NFL, March Madness and the Olympics, with reach to nearly 125 million households in the United States across all 210 DMAs.
And, in a time when media performance is more important than ever, we will help brands connect ad exposure to actual business outcomes with new attribution solutions, making every campaign smarter, more accountable, and more effective.
Taken together, Comcast Advertising Media Solutions will help advertisers to build brand relevancy and deliver sustainable business outcomes, powered by the media, data and technology assets of a Fortune 50 company.
Shaping the Future of Our Industry, Globally
To better serve the needs of global advertisers, the Media Solutions team will operate globally, as part of the newly formed Comcast Advertising International group. In addition to partnering with the most premium media owners in the largest markets outside of the US, this group will be responsible for collaborating with teams at NBCUniversal and Sky. Thomas Bremond will head this group headquartered out of London.
We are excited to introduce our new unified structure at this pivotal moment for the industry. Comcast Advertising’s innovation has never been stronger, exemplified by the recent launch of Universal Ads, which simplifies access to premium video for a new wave of advertisers; additionally, FreeWheel’s industry-leading contextual marketplace and our advancements in the addressable space and programmatic linear showcase our commitment to constant innovation. And this is just the beginning.
The future of multiscreen TV advertising is bright, and as data, AI, and content continue to shape this future, we’re committed to demonstrating why premium video is such a powerful performance engine for building sustainable business outcomes. Realizing this vision relies on trusted partnerships and a shared passion for industry innovation. We’re looking forward to working with all of you—the best in the industry—to chart a strong future for multiscreen TV advertising.