Comcast Spotlight, the advertising sales division of Comcast Cable, today announced that it has rebranded as Effectv (e-FEC-tiv), emphasizing its commitment to delivering measurable results for its clients. This name change follows a notable evolution of the company over the past year, including the rollout of new data-driven TV advertising strategies, targeting and attribution products, cross-screen capabilities and a self-service buying platform for advertisers.
“Our new name, Effectv, reflects our commitment to drive better performance for our advertising clients,” said Marcien Jenckes, President, Comcast Advertising. “By applying data to television advertising in new ways, across all screens, and making it easier to buy than ever before, we’re transforming TV advertising. We combine the targeting and measurement of digital, with the reach and impact of television – an unbeatable combination.”
As part of the rebrand, the company also announced the launch of two new products to bring greater addressability to television advertising:
Audience Intelligence allows advertisers to plan and run data-informed linear TV schedules to more effectively identify and reach their target audiences at the local, regional and national level. Moving beyond age/gender demographics, advertisers can build campaigns using networks and dayparts to reach specific audiences – for instance, in-market SUV buyers, with scale and efficiency.
Addressable Full Avail is a linear TV product that enables advertisers to target custom audience segments at the household level. Advertisers can choose up to five different creative units for a given :30 spot, using Comcast viewership and third-party data to determine which ad unit should be sent to which household. For instance, an auto advertiser could send truck copy to truck intender Comcast households, sports car copy to sports car intender Comcast households, and default brand copy to all other homes in their selected markets. Since advertisers are buying the entire “avail” of that designated spot, they benefit from both the broad reach for branding and the addressable targeting for relevant households. Advertisers can then use reporting data to optimize their next campaign flight.
Addressable Full Avail follows the On Addressability initiative announced earlier this year by Comcast Advertising with the goal of enabling addressability across the TV ecosystem.
“As we evolve to a more data-driven future, the work that Effectv is doing will make television a more effective, accountable medium for advertisers,” continued Jenckes. “These addressable solutions, as supported by our On Addressability efforts launched in Cannes, ensure that television will continue to be the most effective marketing medium for advertisers.”