SANTA MONICA, Calif. – Comcast Cable’s advertising sales division expects addressable TV to shift from a test budget to a “must-have” in the coming year, with continued growth in the upfronts.
Amid a fragmented media landscape, advertisers are increasingly turning to addressable TV to precisely reach their target audiences across traditional TV, streaming and other devices.
In this video interview with Beet.TV, Pooja Midha, EVP and general manager of Comcast’s EffecTV, said the unit plans to make more inventory addressable and help brands leverage it as a full-funnel solution.
The Power of Addressable
“(Advertisers) are trying to reach their specific audience and solve for the fragmentation that is today’s media landscape,” said Midha.
In a single buy, advertisers can leverage Comcast’s aggregated household data to target audiences by geo level, market level or other characteristics. Brands can also bring their own data to the table.
“Adding addressable TV to a plan is the key to making sure that you have optimal frequency against your specific target, not just heavy frequency against people outside of it,” Midha said. “Adding addressable to a plan actually creates additional reach and ensures you will reach a light TV household, or no TV cord-cutting household.”
Unlocking the Best of TV and Digital in 2025
Midha sees live sports as a category ripe to be facilitated through connected TV’s programmatic TV ads. “Half of live sports viewers appreciate and view the advertising in live sports positively,” Midha said. “Not only do you have an audience that’s primed to see ads there, positively predisposed to see them there, but they also are so richly and deeply engaged in that live content.”
Looking ahead, Midha is excited about the potential to combine Comcast’s rich data set with growing addressability and cross-screen viewership to make TV a full-funnel solution.
“I feel like 2025 will be the year that we really take a big step forward in terms of unlocking the very best of TV with the power of digital,” she said.
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