Advertisers should divert more of their budgets to streaming, and in particular services like FAST but by no means abandon traditional TV buys just yet, according to a new report from Comcast’s advertising division . Comcast of course has a dog in this hunt, and admits as much. Comcast Advertising sits in the middle of the TV advertising ecosystem; FreeWheel is its advertising technology platform, and Effectv its advertising sales division. The inaugural Comcast Advertising Report combines insights and research from both FreeWheel’s Video Marketplace and Effectv’s TV Viewership Report. The headline is a recommendation that advertisers allocate 20-30% of their premium video budget towards streaming, and the rest to traditional TV. This is indicative of the massive reach still available from traditional TV. This likely to change as streaming continues to take hold. "Overall streaming viewership is likely to increase and take on a larger importance for (and should represent a larger percentage of) an advertiser’s video advertising strategy," the report states. "Until then, it is important for advertisers to follow the data to maximize their campaign results based on what current trends indicate." Comcast doesn't want advertisers to abandon the TV just yet despite the signs that connected TV has taken hold. Another recent report, from Leichtman Research Group , found 87% of U.S. homes have at least one CTV device—up from 80% in 2020 and 38% in 2012. Comcast says that as connected TV matures, the ability for more custom targeting can improve. That's tricky when use of third-party cookies is being restricted, meaning advertisers and their TV system partners need to rely more on first party data. One challenge remains, the report outlines: Utilizing first-party data requires the most stringent protections to ensure it is handled securely and confidentially. "But when this is done right, companies can connect first-party data to delivery across screens, and better understand how their campaigns perform in totality for the audience they most want to reach and the conversions they want to generate," the report says. In short, advertisers are advised to use a combination of tactics to achieve their goals: Reach more potential buyers with traditional data-driven TV and then use addressable advertising as a tactic to reach those more likely to buy sooner. As a result Comcast predicts that addressable advertising will finally scale. Comcast Advertising itself reports 20% month-over-month growth in addressable advertising since the beginning of 2021 and expects that trend to continue. Other data points from the report:
Viewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live. Viewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2020 to 2021. FAST viewership grew 25% year over year—which is faster than the connected TV category overall. Some out of 10 households with connected TVs use FAST services, described by Comcast as a "budget-friendly, big screen opportunity" for TV viewers to watch their favorite shows. Audience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms. Free

Comcast Report Suggests Advertisers Spend Up To a Third of Their Budget on CTV

06/09/2022 | 12:31pm EDT
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The newly unveiled, yearly Comcast Advertising Report recommends that advertisers allocate 20-30% of their premium video budget towards streaming, and the rest to traditional TV. Report examines major insights, implications and predictions for advertisers, based on data from the perspective of viewers, advertisers and sellers. Today, Comcast Advertising released a new, cross-industry report titled “The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser.” Relying on proprietary data, the report provides a unique view into the current landscape from the perspective of viewers, buyers and then sellers – culminating in a specific and fact-based recommendation for the optimal balance of TV and streaming advertising. Comcast Advertising, the advertising division of Comcast Cable, is comprised of Effectv, its advertising sales division, and FreeWheel, its media and technology arm. Both parts of the business contributed to the extensive findings in the report, providing a broad perspective for readers. “The TV advertising landscape is incredibly complex now, and there are more players in the space than ever,” said Marcien Jenckes, Managing Director, Comcast Advertising. “While most reports focus on a single view of this complexity, Comcast Advertising is in a unique position to see it from all angles – how viewers are viewing, buyers are buying, and sellers are selling. With this perspective, we are able to truly see what works and what doesn’t in today’s landscape, and provide fact-based insights and predictions about how advertisers can optimize their spend.”
Below are some of the key findings included in the report’s inaugural edition:
Viewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live
Viewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2H20 to 2H21
Audience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms
Programmatic ad views have grown 80% year over year, as advertisers see programmatic buying as a way to reach specific audiences more efficiently. There was also an increase in programmatic campaigns bought on a guaranteed basis. As sellers move to programmatic models, they are working with an average of 13 different programmatic partners – and up to 30 in total
Following its focus on the latest trends for viewers, buyers and sellers, the report delves into an actionable “formula for success” for modern advertisers. Based on a study of more than 20,000 campaigns, Comcast Advertising recommends that advertisers allocate 20-30% of their TV budget towards streaming advertising, and the rest to traditional TV. “For years, advertisers have been asking us how to best balance investments across traditional TV and streaming platforms in order to enhance campaign performance,” said James Rooke, General Manager, Effectv. “Advertisers shouldn’t be making a guess or ‘going with their gut’ on this; rather, they should focus on the data. By looking at tens of thousands of campaigns across verticals and across budget amounts, the data is quite clear – TV should still act as the foundation for most advertisers, but reach is highest when 20-30% of the budget is allocated to streaming.”
The report concludes with a look at predictions for the years ahead. Included among these predictions is what’s next for streaming, the importance of first-party data, the shift to audience-based buying, the scaling of addressable advertising and the growth of programmatic. “This has been an incredible year for TV advertising’s progress and innovation, and this is clearly evident in the discussions we’ve having every day,” said Mark McKee, General Manager, FreeWheel. “From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It’s critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that.”
Click here to view the full report. About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv , its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel , its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more. View source version on businesswire.com: https://www.businesswire.com/news/home/20220609005124/en/
© Business Wire 2022

New Report from Comcast Advertising Finds Optimal Balance for TV and Streaming Advertising, Including Significant Portion Dedicated to Streaming

The newly unveiled, yearly Comcast Advertising Report recommends that advertisers allocate 20-30% of their premium video budget towards streaming, and the rest to traditional TV. Report examines major insights, implications and predictions for advertisers, based on data from the perspective of viewers, advertisers and sellers. June 09, 2022 12:30 PM Eastern Daylight Time
NEW YORK--( BUSINESS WIRE )--Today, Comcast Advertising released a new, cross-industry report titled “The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser.” Relying on proprietary data, the report provides a unique view into the current landscape from the perspective of viewers, buyers and then sellers – culminating in a specific and fact-based recommendation for the optimal balance of TV and streaming advertising. Comcast Advertising, the advertising division of Comcast Cable, is comprised of Effectv, its advertising sales division, and FreeWheel, its media and technology arm. Both parts of the business contributed to the extensive findings in the report, providing a broad perspective for readers. “The TV advertising landscape is incredibly complex now, and there are more players in the space than ever,” said Marcien Jenckes, Managing Director, Comcast Advertising. “While most reports focus on a single view of this complexity, Comcast Advertising is in a unique position to see it from all angles – how viewers are viewing, buyers are buying, and sellers are selling. With this perspective, we are able to truly see what works and what doesn’t in today’s landscape, and provide fact-based insights and predictions about how advertisers can optimize their spend.”
Below are some of the key findings included in the report’s inaugural edition:
Viewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live
Viewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2H20 to 2H21
Audience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms
Programmatic ad views have grown 80% year over year, as advertisers see programmatic buying as a way to reach specific audiences more efficiently. There was also an increase in programmatic campaigns bought on a guaranteed basis. As sellers move to programmatic models, they are working with an average of 13 different programmatic partners – and up to 30 in total
Following its focus on the latest trends for viewers, buyers and sellers, the report delves into an actionable “formula for success” for modern advertisers. Based on a study of more than 20,000 campaigns, Comcast Advertising recommends that advertisers allocate 20-30% of their TV budget towards streaming advertising, and the rest to traditional TV. “For years, advertisers have been asking us how to best balance investments across traditional TV and streaming platforms in order to enhance campaign performance,” said James Rooke, General Manager, Effectv. “Advertisers shouldn’t be making a guess or ‘going with their gut’ on this; rather, they should focus on the data. By looking at tens of thousands of campaigns across verticals and across budget amounts, the data is quite clear – TV should still act as the foundation for most advertisers, but reach is highest when 20-30% of the budget is allocated to streaming.”
The report concludes with a look at predictions for the years ahead. Included among these predictions is what’s next for streaming, the importance of first-party data, the shift to audience-based buying, the scaling of addressable advertising and the growth of programmatic. “This has been an incredible year for TV advertising’s progress and innovation, and this is clearly evident in the discussions we’ve having every day,” said Mark McKee, General Manager, FreeWheel. “From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It’s critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that.”
Click here to view the full report. About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv , its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel , its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more. Contacts

Telecoms.com
1 hour ago
Deutsche Telekom’s Magenta TV service has opted to migrate its back-end platform to Comcast’s Cloud TV Suite (CTS). Deployment is already underway in Austria and will take place in other DT markets throughout 2022. The German incumbent said adopting CTS will harmonise the technology and services it uses for TV, enabling it to deliver a consistent experience across both devices and countries. More specifically, it means Magenta TV will use the same cloud-based, centralised management platform for a whole host of back-end functions, including but not limited to video ingest and processing; workflow and metadata management; content protection; rights enforcement; data analytics and insights; and publishing across devices. It is backed by a service level agreement (SLA) and Comcast will also provide DT with technical support. “At Deutsche Telekom, we are committed to delivering the ultimate, world-class TV entertainment experience, which centres around the customer, through Magenta TV. This means deploying the most modern, flexible, and scalable back-end management system,” said Pedro Bandeira, VP of product and new business at Deutsche Telekom. “We selected Comcast Technology Solutions’ Cloud TV Suite because of its ability to address our needs with market-proven reliability and efficiency. Moving to this advanced new platform will enable us to further harmonise our product roadmaps, accelerate new service delivery, and enable consistent and seamless experiences across devices and our markets.”
This is all about finding new levers to pull that can make Magenta TV more competitive without killing profitability. As Deutsche Telekom noted in its most recent financial report, the TV market is already saturated in many of the countries in which it operates, thanks to a broad array of offers from both telcos and streaming services. At the end of March, it had just over 4 million TV customers, down from more than 5 million a year earlier. In Germany, its TV strategy has shifted from customer volume to monetisation, with Srini Gopalan – who is MD of Deutsche Telekom’s domestic operation – noting on May’s results call that Magenta TV has increased the price of its introductory offer to €10 from €5. Migrating Magenta TV’s back end to Comcast’s cloud-based platform should make for a leaner, meaner operation that can still offer all the bells and whistles for which customers are prepared to pay. “We are extremely honoured that they selected our team to help support the next-generation of Magenta TV by adopting our versatile Cloud TV Suite,” said Ken Klaer, president of Comcast Technology Solutions and EVP of Comcast Cable. “We have an incredibly strong and collaborative relationship with Deutsche Telekom, and we look forward to helping them execute on their vision for the future.”
Meanwhile, on the mobile front, DT also announced this week it has begun offering 5G via 10 MHz of its 700-MHz spectrum in Germany. 3,000 antennas covering around 1,100 locations are up and running, helping the incumbent improve rural and indoor 5G coverage. All sites transmitting on 700 MHz also support 5G standalone, bringing the total number of standalone sites to 8,000. “We want to offer our customers the best network at all times and everywhere,” said Walter Goldenits, head of technology at Deutsche Telekom. “We are thus reaching even more people nationwide with fast Internet and improving 5G coverage in rural areas.”

Comcast to do the heavy lifting for Deutsche Telekom’s TV service

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Ampersand fortifies audience-first, multiscreen TV data assets to enable brandsto reach households or regions un-exposed or under-exposed to TV campaigns using Comcast, Cox, Charter and Altice deterministic data. NEW YORK, June 7, 2022 /PRNewswire/ -- Ampersand, the audience-first TV advertising sales and technology company, today announced the expansion of its existing relationships with leading cable and telecommunications companies, Charter, Comcast, Cox and Altice by launching incremental reach capabilities powered by its AND Platform. Incremental reach enables Ampersand's clients to use Charter, Comcast, Cox and Altice aggregated viewership insights to target households that have been un-exposed or under-exposed to a national TV campaign or to target specific regions that have been un/under-exposed with a multi-DMA heavy-up. The AND Platform is a multiscreen TV planning, buying and measurement platform, launched at the beginning of 2020. Ampersand has represented all of these providers for many years in the national spot marketplace, and in the last three years has expanded the partnerships to include national addressable. Ampersand also has the ability to use data insights across these television inventory owners to better plan, target, and measure their campaigns. AND accounts for the single largest source of TV inventory in the industry, encompassing linear, addressable and streaming TV inventory. The AND Platform provides marketers with reach across 80 million households, of which 52 million are addressable (more than 70% of all U.S. addressable households). The AND Platform is the first data-driven, buy-side TV platform to centralize campaign planning and campaign measurement within a single interface, supporting both local and national TV investment strategies. Fueled by aggregated viewership insights from nearly 42 million households, and with a commitment to protecting personal information, the Platform drives improved audience-based, multi-screen campaign performance across the largest source of TV viewing within Ampersand's footprint. "Marketers have historically shifted budgets to digital media to reach or bolster frequency for un-exposed and under-exposed traditional National TV viewers. Digital media alone is often inefficient and can add excess frequency to those already adequately reached via National TV," said Andrew Matero, Ampersand VP-Platform. "Ampersand solves this by offering incremental reach solutions across multi-screen TV inventory for every national advertiser to most efficiently increase reach enabled by scaled, deterministic data." "Managing frequency on integrated campaigns has always provided challenges," said Altice President of News and Advertising, Keith Bowen. "We are excited to complement our existing initiatives in this space with the AND platform as we continue to deliver our clients new product innovation and game-changing outcomes." "Improving how we drive incremental reach across multi-screen inventory is a key industry need and these new capabilities will greatly advance this mission," said James Rooke, General Manager, Effectv. "We're excited to be working with Ampersand to continue to drive innovation and scale for the industry." About Ampersand   
Ampersand is moving TV forward. As the industry'slargest source of combined multiscreen TV inventory and viewership insights, we are changing the way TV is bought and measured. Powered by aggregated and authenticated audience data insights from 42 million households, and with a commitment to protecting personal information, our AND Platform gives advertisers true audience first planning, scale in execution, and advanced measurement of their TV investments. Ampersand represents 80M households and over 70% of addressable households in the U.S. Whether a local or national advertiser, we help clients reach their unique target audience and deliver their stories – anytime, anywhere and on whatever device. Ampersand is owned by Comcast Corporation, Charter Communications, Inc. and Cox Communications. For more information, please visit Ampersand at  www.ampersand.tv
About Altice
Altice USA (NYSE: ATUS ) is one of the largest broadband communications and video services providers in the United States, delivering broadband, video, mobile, proprietary content and advertising services to more than 5.0 million residential and business customers across 21 states through its Optimum and Suddenlink brands. The Company operates a4, an advanced advertising and data business, which provides audience-based, multiscreen advertising solutions to local, regional and national businesses and advertising clients. Altice USA also offers hyper-local, national, international and business news through its News 12, Cheddar and i24NEWS networks. About Effectv
Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit https://www.effectv.com/ . SOURCE Ampersand

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Ampersand Launches Incremental Reach Capabilities for Television

Deutsche Telekom ( FWB: DTE) (OTCQX: DTEGY) is a telecommunications company that offers a full range of fixed-line telephone services, mobile communications services, Internet access, and combined information technology and telecommunications services for businesses. Notable subsidiaries include T-Mobile International and T-Systems.

Deutsche Telekom

comScore is a provider of digital marketing intelligence. The Company's products and solutions offer information regarding usage of their online properties and those of their competitors, coupled with information on consumer demographic characteristics, attitudes, lifestyles and offline behavior. Its products include its comScore Media Metrix product suite its comScore Marketing Solutions products, its comScore mobile solutions and its comScore Web analytics solutions.

comScore

IDEAL is an industry broadcast, audio visual, and media systems integrator. It provides technology solutions to all sectors, including broadcasting, telecoms, government, education and enterprise. It is based in Kowloon, Hong Kong.

IDEAL

`` While Comcast Technology Solutions provides a technology stack to manage premium video services worldwide , this new relationship with Ideal should significantly extend our capabilities to better serve clients in the Asia Pacific region , '' said Bart Spriester , Vice President and General Manager of the Content and Streaming Providers Suite for Comcast Technology Solutions .

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COMCAST TECHNOLOGY SOLUTIONS AND IDEAL SYSTEMS ANNOUNCE STRATEGIC ALLIANCE TO SERVE ASIA PACIFIC REGION

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