In today’s fragmented media landscape, relevance is everything. Audience Addressable delivers measurable business impact by serving customized ads to the right households across every screen they watch.
Powered by Comcast’s aggregated first-party data insights, brands can break through the noise with precision targeting. This means reaching different households with tailored messaging that drives higher relevance, stronger recall, and real action.
See how leading brands are using addressable strategies to achieve proven, measurable outcomes and why this approach is no longer optional for marketers seeking business growth.
Comcast Advertising’s Audience Addressable is proven to:
Drive purchases
Generate strong ROAS
Reach elusive, incremental audiencesGet more information about Comcast Advertising’s addressable advertising
Three advertisers across different industries had questions about the impact of addressable advertising.
See how Comcast Advertising delivered those answers, and how these real-world campaigns demonstrate why an addressable strategy is essential for brands seeking measurable business outcomes.
Question: To what extent does Audience Addressable drive measurable lifts in purchase behavior?
Answer: Households exposed to addressable throughout the client’s campaign were:
Question: How effectively can Audience Addressable generate positive return on ad spend (ROAS) for my business?
Answer: Households exposed to Audience Addressable ads were +17% more likely to purchase and had +6% higher purchase volume compared to unexposed households2
The store achieved:
Question: How well can Audience Addressable efficiently engage niche audiences?
Answer: A custom addressable campaign achieved incremental reach among persuadable voters across screens.
These real-life campaigns demonstrate how our addressable advertising drives significant outcomes – including increased purchase likelihood, higher ROAS, and incremental reach. With Comcast’s deterministic data insights plus our advanced attribution tools, brands can confidently measure and trust those results. That’s the complete, end-to-end power of working with Comcast Advertising.
Audience Addressable powers your campaigns with precision, accountability, and performance across all screens – driving the results that matter.
Source: 1. Comcast Advertising internal analysis (exposure Jan.–Aug. 2024, conversions Jan.–Sept. 2024; Exposure includes all tier 2 and tier 3 impressions in select markets for target brand; Data for Comcast households only); data matched back to Polk new vehicle sales using Blockgraph ID resolution. Multi-touch attribution model using 30-day look-back window compared to control household group of similar characteristics and geographies. 2. The control group of unexposed households was made up of households that: reside in the same geographic regions as exposed households; share the same sociodemographic profile as the exposed households, as determined by Experian audience data; and were exposed to any other Comcast Advertising campaign during the same dates as the campaign being measured (to ensure they’re active TV-watching households). 3. Conversion events based on client household-level sales data onboarded via Blockgraph during the Q1 2024 campaign dates. Attributed conversions were calculated by matching campaign ad exposures to purchases and running multi-touch attribution to apportion credit to each exposure touchpoint in the users’ journey to converting. 4. Comcast aggregated viewership data. Ad exposure data from addressable & data-driven TV campaign, 7/30/24–11/5/24. Addressable campaign aired across PA, MI, and GA statewide, TV aired within Comcast DMAs in the listed states. This study represents delivery within the listed states and markets therein.
Check out our client success stories to learn more about how multiscreen advertising can help your business.