SAN JUAN, PR – The ability for marketers to use addressable targeting in TV advertising is a step-change from the medium’s history as a mass-reach channel.
So why aren’t more advertisers and their agencies taking advantage?
In this video interview with Beet.TV, the national sales VP at Comcast’s ad sales unit explains.
“The hesitation around addressable is education – being educated on the power of it,” says Melanie Hamilton of Effectv, the former Comcast Spotlight.
“And also just myth-busting, ensuring that they understand exactly where in the funnel it is and that they also need to build a funnel with big brand awareness.”
The new name for Comcast Spotlight since November, Effectv (“ef-fec-tiv”), is aimed at accentuating the unit’s ability deliver measurable ad results for brands across screens.
Effectv shapes up against the likes of Xandr, the advertising and analytics division that was previously pulled from AT&T AdWorks and adjacent units in the increasingly large AT&T and WarnerMedia footprint.
“We changed our name because we are doing audience-based delivery now and using our Comcast viewership data, and we can overlay third party data as well and really allow marketers to plan and deliver and buy on audiences,” says Hamilton.
“We have our proprietary viewership data, Comcast proprietary viewership data, and then we can overlay third parties such as Polk, Experian, LiveRamp, and we can create thousands of segments.
“In fact, just last week we created a Walmart shopper segment for an advertiser that was selling products within Walmart. Then it just opens up a variety of different network daypart combinations for them to buy that really transforms their buys out of age, gender into something way more powerful.”
Hamilton was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where she was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
