Comcast launches tools to improve ad targeting on TV

By Sheila Dang (Reuters) - Comcast Corp on Monday launched new advertising capabilities to help advertisers find and target certain television viewers, as the largest U.S. cable TV provider tries to lure ad dollars away from digital rivals

Reuters November 05, 2019 04:06:15 IST
Comcast launches tools to improve ad targeting on TV

Comcast launches tools to improve ad targeting on TV

By Sheila Dang

(Reuters) - Comcast Corp on Monday launched new advertising capabilities to help advertisers find and target certain television viewers, as the largest U.S. cable TV provider tries to lure ad dollars away from digital rivals.

The TV industry has been trying to catch up to digital and internet advertising, where technology has long allowed companies to target ads to people based on interests, and more easily measure how effective the ads were in convincing consumers to visit stores or buy a product.

Comcast will rename its cable ad sales division Effectv. The name was chosen because "We're reinforcing that TV is effective, and not just an awareness play," said Maria Weaver, chief marketing officer at Comcast Advertising in an interview.

Comcast said Monday it will use its proprietary data along with other data to help advertisers learn what their target audience is watching on TV, which will help them purchase commercials in the right places to reach certain viewers.

Previously, advertisers largely had to figure out what audiences were watching, "but it was always a guess and almost always wrong," said Marcien Jenckes, president of Comcast Advertising, in an interview.

The company will allow advertisers to use up to five different versions of a commercial and show them to different types of viewers.

For example, a car manufacturer can purchase a commercial spot through Effectv to be played on a cable network. Comcast could then show different versions advertising a mini-van, sports car or pickup truck to households that are in the market for those cars.

The new ad capabilities are part of a larger trend in which the TV industry is going from "selling and delivering spots to selling and delivering audiences," Jenckes said.

Like other cable and satellite TV providers, Comcast is losing subscribers as viewers "cut the cord" and switch to streaming video, underscoring the need to convince advertisers it can keep up with digital platforms like Google's YouTube. Comcast lost 238,000 video customers in its third quarter.

(Reporting by Sheila Dang; Editing by David Gregorio)

This story has not been edited by Firstpost staff and is generated by auto-feed.

Updated Date:

TAGS:

also read

France, Germany to agree to NATO role against Islamic State - sources
| Reuters
World

France, Germany to agree to NATO role against Islamic State - sources | Reuters

By Robin Emmott and John Irish | BRUSSELS/PARIS BRUSSELS/PARIS France and Germany will agree to a U.S. plan for NATO to take a bigger role in the fight against Islamic militants at a meeting with President Donald Trump on Thursday, but insist the move is purely symbolic, four senior European diplomats said.The decision to allow the North Atlantic Treaty Organization to join the coalition against Islamic State in Syria and Iraq follows weeks of pressure on the two allies, who are wary of NATO confronting Russia in Syria and of alienating Arab countries who see NATO as pushing a pro-Western agenda."NATO as an institution will join the coalition," said one senior diplomat involved in the discussions. "The question is whether this just a symbolic gesture to the United States

China's Xi says navy should become world class
| Reuters
World

China's Xi says navy should become world class | Reuters

BEIJING Chinese President Xi Jinping on Wednesday called for greater efforts to make the country's navy a world class one, strong in operations on, below and above the surface, as it steps up its ability to project power far from its shores.China's navy has taken an increasingly prominent role in recent months, with a rising star admiral taking command, its first aircraft carrier sailing around self-ruled Taiwan and a new aircraft carrier launched last month.With President Donald Trump promising a US shipbuilding spree and unnerving Beijing with his unpredictable approach on hot button issues including Taiwan and the South and East China Seas, China is pushing to narrow the gap with the U.S. Navy.Inspecting navy headquarters, Xi said the navy should "aim for the top ranks in the world", the Defence Ministry said in a statement about his visit."Building a strong and modern navy is an important mark of a top ranking global military," the ministry paraphrased Xi as saying.