Effectv, Comcast Advertising’s sales unit, said it has added capabilities aimed at helping political advertisers reach voters with multiscreen campaigns.

“With it being a critical election year, we want to make sure that advertisers have the most effective tools and solutions at hand to reach voters and that they are able to more easily run successful end-to-end multiscreen campaigns in one place,” Effectv VP of political sales Chris Vail said. “These new capabilities, coupled with the unique audience data we offer, which allows advertisers to reach specific voters across screens, platforms, and devices, on a regional and local level, will be the key to reaching voters with relevant and personalized ad experiences ahead of November 5.”

The additional capabilities include additional audience segments based on party affiliations and donor activities; net campaigns; building tools to plan, activate and measure campaigns; and enhanced campaign reporting and insights that allow streaming buyers to assess delivery on a geographical basis to the ZIP code level.

Effectv is also working with Dynata to provide insights into how viewers are responding to ads and whether they’re building awareness, recall and intent.

Political advertisers with Effectv can use addressable TV advertising as part of a full-funnel marketing solution to discover, reach, engage and connect with new and existing voters. 

The company says one in three households may be missed without an addressable advertising component in a campaign.

EffecTV TV recently expanded its Audience Addressable product, which uses Comcast data to deliver campaign’s down to the household level across a variety of screens and platforms.

Comcast’s Effectv advertising-sales unit said it will be able to offer Audience Addressable targeted ad campaigns to regional and local marketers, in addition to national advertisers.

Audience Addressable uses Comcast’s deterministic data and authenticated audiences to ensure commercials are sent to viewers the client wants to target in premium programming across linear, video-on-demand and streaming platforms.

“In today’s fragmented ad landscape, marketers are rightly concerned about data quality due to signal loss,“ Effectv executive VP and general manager Pooja Midha said. “For advertising to work, brands need efficient, accurate ways to reach valuable audiences. 

“We’ve seen a surge in national advertisers buying addressable TV fueled by aggregated Comcast data insights that offer initial audience match rates as high as 95% — much higher than IP address match rates,” she added. “We’re thrilled to be able to bring our Audience Addressable solution and its heightened precision to regional and local advertisers, enabling them to better reach their strategic audiences with accuracy, efficiency, and scale.” 

Effectv is working with FreeWheel, Comcast’s ad tech company, to scale up its new offering.

Effectv sees demand for regional and local addressable campaigns particularly from political advertisers and auto marketers.

“This is an incredibly powerful tool for political advertisers, as it’s crucial they have the ability to reach potential voters and speak to constituents on important issues at a local level for down-ballot elections, or when hyper-targeting specific voter or audience segments for broader state-wide campaigns,” Effectv VP, political sales Chris Vail said. “With the availability of the Audience Addressable solution, political advertisers can more precisely target and reach voting households with messaging that is relevant. This is essential as they ramp up to a general election this November and should be in every advertiser’s media strategy.” 

EffecTV said that some advertisers are already seeing strong results from addressable campaigns.

“We’re really pleased with the success and results we’ve seen since incorporating Effectv’s Audience Addressable in our media plans,” said Scott Tolland, founder of media buyer The Tolland Group. “In the auto sector, especially, this solution is well timed. Think about it: Buying a vehicle, whether new or used, is no small decision and because of this, we have to really put the customer first and keep their needs and what they’re looking for in mind. Addressability really helps add that custom, personalized touch and that’s a big part of why we think this solution is so effective.”

News programming and free ad-supported streaming television (FAST) channels are key components of multiscreen campaigns that generate high reach, a study by Effectv, Comcast Cable’s ad sale unit, found.

Reach can be a challenge for advertisers with viewing fragmented, so Effectv looked at about 40,000 months campaign airing on traditional TV and streaming and analyzed the 1,000 campaigns with the most reach.

Effectv found that 88% of those high-reach campaign included FAST channels and 96% included news.

Other building blocks in what Effectv called the “DNA” of effective campaign included being carried on multiple devices, having more than 20 traditional TV networks, running across different dayparts, including some sports some sports and were on the air for more than 90% of the month studies. 

Effectv also found that 83% of the top campaign had more than 50 streaming endpoints, or combinations of publishers and devices.

“In this evolving multiscreen landscape, it’s about reaching and connecting with audiences wherever and whenever they may be watching. By staying attuned to data like this, advertisers can make well-informed decisions to maximize their advertising investment,”said Travis Flood,  executive director of insights at Comcast Advertising.

Effectv, Comcast Cable’s advertising sales division, said it has hired Chris Vail as VP, political sales.

Vail, who had been head of government, political and omnichannel advertising at Snap, fills a post that had been held by veteran Dan Sinagoga, who has become a senior adviser to the company.

In his new position, Vail will head Effectv’s political sales unit and oversee its relationships with Comcast Government Affairs and Ampersand. 

Vail previously worked at Effectv (then known as Comcast Spotlight) in 2013 as an account executive.

Sinagoga will continue to work closely with the political sales team and Effectv leadership as the company prepares for the 2024 presidential election cycle.

“At Effectv, we firmly believe that talent is our greatest asset. Having Chris join and bring to Effectv a wealth of digital experience and passion for building and motivating high-performing teams, while also retaining Dan and his years of deep industry knowledge, is wonderful for our nationwide team of political sellers,”  Pooja Midha, executive VP and GM of Effectv, said. “As we enter a major presidential election season, these moves allow us to have two of the industry’s top political ad experts bring their best to serving our customers.”

Before Snap, Vail was VP of sales for Downstream and manager and business site lead, advertising sales, at Amazon.

“Returning to Effectv is such a full-circle moment for me and comes at a perfect time, just as we are heading into a pivotal election year,” Vail said. “While we currently live in a fragmented world in terms of how consumers receive their news and content, there remains much opportunity for political advertisers to reach viewers at scale with Effectv’s audience-driven, multiscreen approach.”

Sinagoga has been with Comcast for more than 20 years, rising from political manager to his most recent role as VP, political advertising.

“As I step into my new role, I just want to say that I am incredibly thrilled, grateful and humble at the same time,” Sinagoga said. “These new appointments attest to Effectv’s commitment to continue investing in, retaining and growing key company talent. I am excited to be moving into a new role and am greatly looking forward to the opportunity for our political team to continue growing, innovating and bringing customers best-in-class solutions and service under Chris’s leadership. I’ve known Chris a long time and one of the things I admire most about him is his emphasis on people and culture.”

Careers are interesting things. When you start out, you don’t really know what you are doing, and nobody works for you, but you invariably work for lots of people. You learn by doing, watching, getting it right and getting it wrong. And, if you’re lucky, through the help of your colleagues and leaders, you start to grow. Slowly, we amass the skills and insights necessary to progress whether that means into management or more deeply as an individual contributor. Throughout the process, consciously or unconsciously, we’re always learning. 

Over the 20-plus years I’ve been in advertising — through my work, network, and great organizations like IRTS Foundation, She Runs It and NAMIC — I’ve had the opportunity to speak with lots of groups and individuals about the things I have learned on my journey. When I talk with people just starting out, inevitably a lot of questions come up around how to navigate a career, especially in an industry that is constantly changing. One of my recent mentee groups asked me to write some of those lessons down. It’s a long list but I am eager to try “pay it forward” by sharing more broadly 26 lessons learned or actionable insights that hopefully resonate.

I would be remiss not to include here a big thank you to all the colleagues, friends, mentors, and allies that have been and continue to be my teachers — generously sharing their wisdom with me. 

1. It’s the professor, not the class. The people you work with and for will make or break your happiness and long-term success more than any other factor. Choose wisely.
2. You become successful by making other people successful. That means your customers, team, boss, peers, colleagues, partners, etc.
3. If you feel like you don’t fit in, remember that what makes you different is a source of unique (and needed) value.
4. Time is a finite resource. Make good choices about where and with whom you spend yours.
5. Don’t compromise on operating with integrity and respect for others and yourself.
6. Never underestimate your (or another’s) ability to learn new things so long as you (or they) are willing to make a sincere and sustained effort.
7. Wisdom comes from unexpected sources and in unexpected packaging. Strive to be an avid reader and active listener; there is something you can learn from every conversation, person, or experience.
8. Take care of yourself and others. Give yourself and others grace and kindness. We’re all only human.
9. Take the enterprise view. It immediately elevates you, your thinking and your work.
10. Learn to be a good storyteller. Humans are wired for narrative, and a story is much more memorable, compelling and shareable than a collection of data or facts. 
11. There is huge value in simplifying. This also applies to communication. Strive to use less jargon, fewer words or metrics, and shorter lists (I am breaking my own rule here!).
12. Your actions and how you consistently show up every day will define your experience more than what you studied, where you went to school, what company you work at, what your job title is.
13. You are the steward of your own experience and career.
14. You can lead from any level or position. If you want a bigger platform, start with the one you are standing on. Choose how you show up. Leaders think about what groups and teams need and contribute in ways that are additive. An act of leadership can be as simple as the energy and body language you bring into a meeting.
15. Being able to disagree with someone or critique something openly, productively, constructively and keep the conversation positive, is a valuable skill. Find low-stakes (maybe even non-work-related) ways to practice because there is no other way to get better.
16. Bravery isn’t the absence of fear, it's feeling fear or discomfort and doing something anyway. Have hard conversations, try new things, take risks, own your mistakes and ask directly for what you want. The more comfortable you are being uncomfortable, the more possibilities you unlock. 
17. Change is constant, suffering is optional (hat tip: Doug Weaver).
18. You can negotiate just about anything, so long as you have two rational parties. If you don’t have two rational parties, you’ll have to find another solution.
19. There is always another bus. Don’t focus on the setback, deal you didn’t close, job you didn’t get, etc. for too long. Look for any lessons. Remember it’s not always about you. Throw yourself a tightly timed/finite pity party if you need it and then move forward.
20. If you don’t know what to do about something, take a break. Go for a walk, grab a bite, sleep on it, talk it through it with a trusted person or all of the above. Clarity will find you.
21. “Everything will be OK in the end. If it’s not OK, it’s not the end.”
22. A great professional network is one that goes up, down, across and beyond your direct function.
23. Sometimes you just have to let things play out. One of my favorite people shared this important lesson in a memorable joke, the punchline being “Look, the czar could die, the dog could die, lots could happen … it’ll work itself out.”
24. Test, learn, iterate. And when you make mistakes, which you will because we all do, do your best to ensure they are new ones.
25. Whether you’re building a relationship or navigating a hard problem, a moment of genuine levity or humor can make things inordinately easier. 
26. Just breathe. You are enough, and you’ve got this. ■

March Madness, a big, live sports event on linear TV, still delivers big time for advertisers, according to a new study from Effectv, the advertising sales arm of Comcast Cable.

According to the stat sheet put together by Effectv, advertisers that include the NCAA men’s college basketball tournament in their campaigns receive as much as 87% greater reach than those that do no. Commercials airing during coverage on CBS, TBS, TNT and TruTV are 55% more likely to be seen in light TV-viewing households.

“The March Madness timeframe is small but mighty, with its ability to reach wide audiences efficiently,” Travis Flood, executive director of insights at Comcast Advertising, said. “The engaged, live environment captivates viewers and encourages them to gather around the big screen — even those who don’t typically consume TV. Given the fragmentation in TV viewing today, this is an incredibly powerful tool for advertisers.”

Households watch an average of 9.25 hours of hoops over the course of the tournament, and March Madness ads reach nearly 2.5 times more households per commercial than the average program. 

Also: Measurement March Madness Produces Fresh NCAA Viewing Stats

Streaming on networks airing March Madness increased 86% during the tournament, and even businesses tuned in. According to the study, 67% of businesses tune into games during the first and second rounds.

“With March Madness, advertisers are reaching viewers who would not otherwise be seeing TV advertising,” Flood added. “Incremental reach is on everyone’s mind in 2023, and this event provides an opportunity to reach audiences more than twice as efficiently as an average ad. This is an opportunity that can benefit advertisers of all sizes.”

The study is based on Comcast’s aggregated viewership data, plus third-party sources, during the 2022 tournament. ■

Despite changes to how viewers watch television, advertisers can still reach consumers through holiday programming, according to a study by Effectv, the ad sales arm of Comcast.

In an analysis of viewing from Thanksgiving to Christmas in 2021, 92% of households tuned into holiday programming. On average they watched 20 hours of seasonal shows over the period.

There was a 46% increase in streaming viewership on the top holiday networks compared to the previous year, with 79% of streaming impressions happening on a big screen.

Light- and no-TV households were 51% more likely to stream holiday programming, giving advertisers an opportunity to get their messages to harder-to-reach households, Effectv found.

Also: Cable Nets, Streamers Ramp Up Holiday Films Lineup Leading Into Christmas

"As the TV viewing landscape changes, the way households view holiday programming may be changing, but their appetite for the content is still strong," Effectv director of customer insights Travis Flood said. "Consumers still love getting together with their families to watch holiday programming, and today, many are turning to streaming services to do so. By analyzing the way consumers are watching, advertisers can ensure they're reaching their audiences wherever and however they choose to watch."

Effectv has recommended that to maximize audience reach, advertisers dedicate 20% to 30% of their TV budgets to streaming, and the rest to linear TV. The recommendation holds during the holiday season, Effectv said. ■

Advertisers looking to achieve the optimal reach for their linear TV campaigns should put 40 to 45 networks on their buy, a new analysis by Comcast’s Effectv found.

Effectv, Comcast’s ad sales unit, looked at 165,000 campaigns and found that for every five networks added, reach increased by 6% without increasing the campaign’s budget, until the sweet spot of 40-45 was achieved. 

The results were the same regardless of spending level, Effectv said.

“We have long known there is a correlation between the number of networks on which advertisers air their messages and how many households they reach,” said Travis Flood, director of customer insights at Effectv. “But expanding network counts in campaigns is more important than ever today as consumers fragment across viewing endpoints. This research demonstrates that adding more networks – even as many as 40-45 – leads to greater linear TV reach without increasing budget levels, making campaigns more efficient and more effective. Of course, even when maximizing linear TV reach with more networks, adding streaming continues to be a critical component in maximizing overall campaign reach.”

To perform its analysis, Effectv data scientists used a clustering algorithm to identify campaign behaviors.

Although streaming TV is accounting for a bigger share of TV, most campaigns are still baked on linear TV. According to EffecTV, viewers still watch traditional TV for more than 6 hours and 17 minutes a day and watch an average of 29 networks per household.

“While we know that streaming advertising is a necessary complement to linear TV, TV is still the foundation of successful multi-screen campaigns today,” said Evy Galiatsatos, senior VP, Group Partner, Integrated Investment at media agency UM. “And successful TV buying shouldn’t be left to guesswork. With these new insights, we can better understand the factors that impact reach and further determine the most effective strategies needed to deliver consistent results across screens.” ■

Like other advertisers, political campaigns should spend a portion of their budgets on streaming, a new study by Comcast Advertising’s Effectv unit recommends.

While many studies suggest the optimal allocation for product advertisers is about 40% streaming, Effectv says that with political spending, 10% to 20% is the right level. (Effectv says general advertisers should be spending 20% to 30% on streaming.)

Historically, political candidates have heavied up on local broadcast, but Effectv’s study found that more than half of households in the “frequent voter” category reached by streaming were incremental to those reached with traditional TV, and that 9% of frequent voters could only be reached through streaming. 

Also: Advanced Advertising: iSpot.tv Says Advertisers Underspend on Streaming

“With midterms around the corner, advertisers need to pinpoint where they can optimize their budgets — across all mediums — and divide funding accordingly,” Effectv head of political sales Dan Sinagoga said. “Balance is needed now more than ever, with political advertising spend set to hit a record of $9 billion this season, so it’s critical that advertisers plan and optimize campaigns holistically across all screens to reach audiences regardless of how they are consuming TV content.”

Also: Political Advertising Jumps on Sports Programming: Viamedia

Streaming seems to be especially effective at reaching people who are in “light news-viewing” households, Effectv found. 

In order to reach the broadcast possible spectrum of voters, Effectv said TV and streaming work better together. And even though traditional TV remains a foundation for most political campaigns, streaming is increasingly important in helping to reach more likely voters.

“TV viewership is changing before our eyes, and political advertisers need to adjust to that new reality,” Sinagoga added. “Relying on ‘old standbys’ like local news is not enough anymore. Streaming is a critical component to political advertising, and we’re seeing greater success among advertisers who take a multi-screen approach, using streaming as a strong complement to linear TV.” ■

Comcast Advertising said it named Pooja Midha as executive VP and general manager of Effectv, the company’s advertising sales division.

Midha had been chief growth officer of Comcast Advertising. She succeeds James Rooke, who was promoted to president of Comcast Advertising in July and will report to Rooke.

In her new role, Midha will oversee Comcast Advertising’s sales team, operations, products, data innovation and insights and customer experience. She will aim to drive growth in addressable, multi-screen and audience-based advertising, the company said.

Midha was reportedly among the executives considered to run Netflix’s new ad sales operation.

“Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke. “Through her recent work at Comcast Advertising, as well as her work within the industry as a catalyst in driving innovation across both sales and software for premium video advertising, I am confident that she will lead the Effectv team to the next level of success.” 

Before joining Comcast Advertising, Midha was president of true[X} and served as senior VP, digital ad sales and operations for ABC. Earlier she was with Viacom and Dow Jones & Co. 

She was named one of Broadcasting+Cable’s Wonder Women in 2021.

“I’m excited, humbled and very much looking forward to leading Effectv in my new role,” Midha said. “In  the last two years, Effectv has made significant progress in its mission to become the world’s smartest  audience delivery company. I can’t wait to start working with the leadership team and network of  talented employees to accelerate industry innovation and drive business results for our clients by combining the power of TV with the best of digital to connect their brands with multi-screen audiences.”  ■

Comcast Advertising said that James Rooke has been promoted to president. Rooke had been general manager of Effectv, Comcast Cable’s ad sales unit, and will also oversee Comcast Cable’s FreeWheel and AudienceXpress.

Rooke will continue to report to his predecessor, Marcien Jenckes, who was named managing director of Comcast Advertising. In May Jenckes was also named head of the joint venture of Comcast and Charter Communications that aims to create a new streaming platform.

Before running Effectv, Rooke was managing director of FreeWheel, Comcast’s ad tech company.

“I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “His work at both Effectv and FreeWheel give him a unique perspective from which to lead the company, and I look forward to working beside him to take Comcast Advertising to its next level of success.”

Also: Streaming Adds Reach to TV Ad Campaigns: Effectv Report

Rooke’s successor at GM of Effectv has not yet been named.

Comcast credited Rooke with giving Effectv a more data-driven advertising focus and launching FreeWheel first video marketplace. 

“I’ve had the privilege of working across both the software and media business within Comcast Advertising and look forward to combining those experiences in this new role,” said Rooke. “I believe the opportunity for Comcast Advertising is unparalleled. I’m honored to accept this new position and cannot wait to continue my work with the broader leadership team to evolve the future of TV advertising for the better.” ■

Before joining Comcast, Rooke held posts with Time Warner Cable, Capgemini and Ernst & Young.  ■

Comcast’s ad sales unit said it will use local audience measurement data from Comscore as a currency for selling local cable TV ads.

“The pace of change in media measurement continues to accelerate and advertisers today are seeking new solutions and capabilities to better understand consumer behavior and to reach and engage with them across multiple screens and devices,” said James Rooke, general manager of Comcast’s Effectv. “We’re looking forward to working with Comscore to drive innovation and new frontiers in measurement, while offering choice and independence for our clients.”

Comscore is among the measurement companies media companies are turning to as they see alternatives to Nielsen. Comscore appears to be particularly competitive with Nielsen in measuring local market ratings.

Also: The Front-Runner: How iSpot Became a Favorite To Claim Nielsen’s Measurement Crown

“With local media emerging as a key channel for brands due to its consumer relevancy and proximity to point of purchase, there is a need for proven, more reliable approaches to measurement,” said Bill Livek, who announced plans to step down as CEO of Comscore.  ■

Advertisers today face many difficult choices. In-house or agency? Manual or automated? First-party or third-party? One of the most challenging choices is how to make the most of video advertising – that is, how to balance traditional TV (the “old” way) with streaming (the “new” way). 

New data uncovers the importance of incorporating both strategies into an effective media plan, as well as the right budget allocation to drive the best results. 

In an analysis of over 20,000 campaigns from the first half of 2021, we found that advertisers who employ both streaming and TV see the best success, regardless of spend level or brand category. More specifically, campaign reach is highest when 10-40% of a campaign investment is allocated to streaming – no matter how high or low the investment.

Adding streaming to a TV campaign or adding TV to a streaming campaign drives additional reach among unexposed audiences, proving it is a valuable combination. In fact, 37% of streaming impressions went to “light” or “no TV” households – in other words, households that most likely would not have otherwise seen the ad, or would have only seen it sporadically on TV.

TV and Streaming: Dispelling the Myths

Despite this compelling evidence that TV and streaming work best together, myths and misinformation are holding some advertisers back. And, although both TV ad spending and streaming ad spending are expected to grow this year, there are still advertisers who feel strongly that one is “better” than the other. TV traditionalists believe that streaming ads are reaching only young people on a tiny screen, and that nearly all streaming is ad-free. On the other hand, streaming mavericks believe TV is past its heyday, or that no one is watching traditional linear channels in today’s on-demand world.

The reality is that many beliefs about TV and streaming are simply myths and proven false when diving into the numbers. Regardless of your stance on TV versus streaming, reading this data may change the way you plan your next video advertising campaign.

If You Think TV Is No Longer Relevant… Consider This

TV continues to be one of the most effective ways to reach large audiences of all ages. In fact, in the first half of 2021, consumers spent an average of 6+ hours per day watching TV, with 88% of time spent with live TV. And, while true “cord cutters” do exist in the U.S., 70% of households that watch streaming also subscribe to cable. In fact, among households that watch streaming, 61% of their viewing time is spent with cable or broadcast TV.

All of this means that TV is still an important reach vehicle for advertisers. Here’s why: According to an analysis of over 20,000 multiplatform ad campaigns with at least 40% of the spend allocated to streaming, TV exclusively accounted for two-thirds of the total campaign reach – proving that TV is still the best way to reach a large audience in a short amount of time.

If You Think Streaming Isn’t Effective… Consider This

In the second quarter of 2021, consumers’ time with streaming video worldwide increased +13%, including a +46% increase in smart TV viewing, compared to the previous year. Meanwhile, connected TV (CTV) ad spending is expected to grow by nearly 50% this year, showing an increased interest in the medium among those in the industry.

Some advertisers worry that streaming ads are too often watched on mobile phones or tablets on the go, where it might be difficult to capture the viewer’s attention. The reality is that streaming via a connected device offers the same lean-back experience as traditional TV, with 76% of streaming impressions seen on the TV screen.

And if you worry that only young people are watching streaming, it turns out mom and dad are watching, too. According to a new study of streaming households, adults over 35 spend more time with streaming video than those under 35.

Finally, it’s not just about paid subscriptions with no commercial availability! You may be surprised to learn that over half of all streaming time spent is with ad-supported content. Sounds like a pretty good bet for advertisers.

With all of this in mind, there is only one clear answer to whether your next advertising campaign includes TV or streaming. The answer is…yes.

Effectv is the advertising sales division of Comcast Cable. ■

Effectv, the Comcast Cable ad-sales division, is offering advertisers opportunities to reach advertisers on the Xfinity X1 platform.

Features available for sponsorship on X1 include a virtual auto showroom, a career center and a hometown hub. The company is also launching a Comcast Knowledge Center, a video library focused on opportunities for continuing education.

“Brands are always looking for ways to make their message stand out,” said Pooja Midha, chief growth officer at Comcast Advertising. “Through Xfinity X1, we are able to offer Effectv clients the opportunity to  reach their audience with rich, relevant brand content that goes beyond a simple TV commercial — an opportunity especially powerful for small businesses that may be struggling with the challenges of the COVID-19 pandemic. Now, these brands’ media investment dollars can go further with greater  interactivity and impact.”  

Brands that want to sponsor those X1 features can work with Mnemonic, Effectv’s creative agency, to develop campaigns.

“This opportunity is about  expanding the power of TV even more,” Midha said. “Brands already invest resources to create short and long-form  content for social and their websites. When this content is offered on demand and coupled with an  audience driven media schedule, brands further extend their reach and the impact of their video investment.”

When advertisers ran campaigns with Comcast Cable’s Effectv ad sales unit, they were able to reach households without TV through streaming, according to Effectv’s TV Viewership Report.

Effectv found that traditional TV viewing remained strong, with Comcast cable subscribers watching 6 hours and 2 minutes per day, down from 6:34 a year ago in the peak of the pandemic and 6:20 in the first half of 2019. It’s the first drop in viewing since EffecTV began collecting data.

Cable networks got 70% of that viewing, more than in previous reports. During the first of last year, cable networks accumulated 67% of viewing. Viewing is more fragmented, with the top five networks accounting for just 31% of viewing.

Live programming--as opposed to shows on the DVR or VOD--accounted for 88% of viewing in the first half of 2021, up from 86% in the first half of both 2020 and 2019. And viewers preferred to watch news and sports on traditional TV, while young adult content was more often viewed via streaming.

Also Read: Shrinking Media Industry Scrambles for Tech Talent

Whether traditional TV or streaming, viewers were watching on TV screen. Effectv said 76% of streaming viewing occurred on a TV screen during the first half of 2021.

When it comes to ad exposures, Effectv measured both traditional TV and streaming content while analyzing more than 20,000 cross-platform campaigns and found that streaming complemented traditional TV.

In those cross-platform campaigns, 57% of the reach from streaming was incremental to traditional TV campaigns. Streaming impressions were more than three times as likely to be served in homes with little or no traditional TV.

"Our latest report continues to demonstrate the tremendous ability of linear TV to reach audiences, but it also reinforces how smart advertisers use streaming as a way to expand reach,” said John Brauer, VP, insights & analytics, Effectv. “Analysis of Effectv’s cross-platform audience solutions confirm what the industry has long suspected: streaming advertising consistently extends traditional TV campaign reach in meaningful ways.”

Effectv, the advertising sales division of Comcast Cable, has created a new sales development division that will accelerate the company’s move to audience delivery across screens.

The new unit will be led by Dawn Lee Williamson, who had been regional VP at Effectv. She will report to Pooja Midha, chief growth officer at Comcast Advertising. 

It will start with a staff of 300 people tasked with developing solutions to help clients reach target consumers and drive measurable results. Most of those people will come from other Effectv divisions, but the company said it will also be bringing in new talent. A full roll out of the division is planned for this summer.

Read Also: Effectv Names John Brauer VP for Insights and Analytics

“The media landscape has changed dramatically and at an accelerating pace,” said Midha.

“As consumer media consumption shifts across screens, ad sales needs to evolve. Today, marketers require a partner who understands their business, has deep knowledge of the changing landscape, and the technology, data, and expertise to help them direct their messages to the right media and right audience on whatever screen they are watching. Our new Sales Development team will have a singular focus on enabling this kind of consultative partnership with our clients," Midha said.

Read Also: Discovery Plus Added to Comcast Xfinity Flex

Williamson has led Effectv’s Southeast Sales division since 2018. Before joining Effectv she was senior VP, head of U.S. ad sales at Vice Media. Earlier she held posts at BBC World News TV and Turner Broadcasting.

“We are delighted to have such a strong leader in this key role. The creation of the Sales Development function is one of a series of strategic bets we’re accelerating in order to fundamentally transform the way we do business,” said James Rooke, general manager, Effectv. “Our clients are looking for partners they can team up with to solve the needs of their business, and reach their audience in the most efficient and effective way possible. By combining the expertise of ad sales strategy, data insights and integrated marketing into one team of experts, we can provide a higher level of service, creating solutions and strategies to increase the value of every marketing dollar.”

EffecTV, Comcast’s advertising sales division, said it named John Brauer as VP, insights and analytics, officially putting him in charge of a newly formed department.

Brauer has been heading the company’s insights and analytics team since May 2020, when Andrea Zapata, who had been VP data innovation & insights left to join Vevo. 

In his new role, Brauer will be responsible for data science, analytics, measurement marketer insights and advertising effectiveness research. He will work closely with Effectv’s marketing, sales, product management, technology and operations teams.

Also Read: Cable Programming Increased Share in Comcast Households

He will be based in New York, reporting to Effectv general manager James Rooke.

“At Effectv, we are pioneering new ways to bring together the best of digital with the power of TV as we enable our marketers to deliver to their audiences across screens with the right proof of performance,” said Rooke. “The intersection of data excellence and rich marketer insights plays a vital role in helping us to deliver on that promise and under John’s leadership, we’ve already made significant strides in this direction. We are now focused on further accelerating our investments in these capabilities as he steps into his new role.”

Brauer joined Effectv in 2018 as executive director, advanced analytics. Before that, he was a technical products manager at Amazon. Earlier in his career he held posts at NBCUniversal, Vevo and JW Player. He started his career as an analyst at Nielsen.

“I’m very honored and excited to officially be leading the team in this new capacity,” Brauer said. “How we work with data to derive insights is a key differentiator and core capability in today’s dynamic and fragmented media landscape. At Effectv, we’re taking those insights and turning them into actionable to-dos for marketers so that they can better understand how to effectively reach audiences across all of their TV and video viewing.”

Cable programming increased its share of viewing in homes service by Comcast, according to a new report from Effectv, the ad sales division of Comcast Cable.

The report looks at changes in TV usage behavior, most of which were impacted by the COVID-19 pandemic.

Cable TV’s share of time spent viewing rose to a high of 71% in the third quarter, compared to broadcast and premium channels.  

In the second half of 2020, live TV viewing accounted for 89% of daily viewership, increasing by 16 minutes per day in the third quarter and 10 minutes per day in the fourth quarter.

Effectv said that in an election year on top of a pandemic, cable news drove a large percentage of the increase in time spent with live TV. 

“TV viewing in the second half of the year was impacted dramatically by the unique circumstances of 2020, and it was particularly interesting to see how live viewing surged as a result of some of those factors,” said James Rothwell, VP, global agency, brand and industry relations at Comcast Advertising, Effectv’s parent company. 

“Time spent with cable news, in particular, as everyone wanted to stay informed about the latest political, social and health issues, was the most dramatic driver of that increase in live viewing and illustrates the continued importance of TV for advertisers, as well as audience-based tactics to adapt to media consumption trends,” Rothwell said.

Effectv’s data comes from 17 million Comcast households in 65 markets, and a total of 16.3 billion hours of viewing.

In recent years, savvy advertisers—particularly those working with innovative young direct-to-consumer (DTC) brands—have accelerated their paths to TV advertising, upending historical patterns in which brands slowly built presences in other channels for years before launching their first TV efforts. Since the onset of COVID-19, this trend has increased dramatically, with young DTC brands racing to fill the void left by traditional TV advertisers that cancelled campaigns amid the pandemic.

This sudden shift sets the stage for a potential sea change within the competitive landscape of TV advertising in the coming years—provided that the brands that are accelerating their entry into TV are seeing the returns needed to continue their investments. Which begs the question: Do brands that launch their first TV campaign earlier in their lives see a greater impact on their digital performance than more-established brands?

To explore the implications of brands entering the TV advertising space earlier in their life cycles, Effectv and VAB recently took on an expansive analysis of hundreds of brands, both DTC and non-DTC, that have turned to TV as a way to drive their businesses forward. Let’s take a deeper dive into the motivations of these brands and the results that their TV efforts have delivered to date. 

The Pandemic-Driven Shift to TV

The diversification of advertisers within the TV space in 2020 has been swift and significant. According to a VAB analysis, nearly $460 million entered the national TV marketplace in the first half of 2020 from 110 first-time national advertisers across 59 categories. Impressively, nearly 70 percent of new first-half national TV dollars were invested during Q2, the heart of the pandemic. 

There’s a number of reasons why these young DTC brands are now accelerating their paths to TV advertising. These include the continued expansion and evolution of targeting and measurement capabilities within the TV space, both of which create greater efficiencies and lower costs of entry in TV. But it goes deeper than that. The legitimizing effect of TV advertising for brands, along with the medium’s enablement of deeper brand storytelling, are rapidly making TV a must-have for the type of growth that today’s young startups need to deliver. 

The Outsized Impact of TV Advertising for Young Brands

Given the short-term, lower-cost TV inventory opportunity opened by the pandemic, it’s not terribly surprising that more early stage companies started to experiment with TV advertising. But according to our analysis, the results these brands are achieving suggest that they are going to continue to invest—and likely attract more and more young brands like themselves to the channel. 

For our analysis with Effectv, we looked at the average monthly unique website visitors that were recorded in relation to the TV campaign launches for 190 new TV advertisers. When we examined results according to the age of the advertising companies, interesting patterns emerged. While both DTC and non-DTC brands across all life stages saw an immediate double-digit increase in unique visitors to their digital platforms during their TV launch month, the results were even more striking among younger companies. 

According to our analysis, younger brands (3 years old or less) saw the largest lift—23 percent—in average website traffic within their launch month alone. Younger DTC brands are particularly aggressive as they challenge the incumbent brands in their spaces. They’re spending more (33-36 percent more) and advertising more consistently than the older brands, resulting in a greater return on their investment. The results speak for themselves. 

TV can serve as a great validator for new brands, bringing swift credibility and scale, fast-tracking them to become household names quicker than those confined to digital channels. But our analysis also found that TV’s power as a growth engine isn’t confined to young brands. Across all measures, we found that TV campaigns drove improved results across brands, DTC and non-DTC alike, regardless of age. 

As the economy accelerates and younger brands seize their opportunity to challenge incumbents on their own turf, the TV advertising landscape will look a lot different than it did back in 2019. Established brands that continue to invest in TV advertising will be able to hold their ground and catapult their businesses forward. But in areas where legacy brands pull back their TV spend amid the uncertainty of the pandemic, there will be no shortage of hungry young brands waiting to battle it out. 

VAB, the trade group representing the video industry, is an insights-driven organization that inspires marketers to reimagine their media strategies resulting in smarter, more educated decisions that drive business growth.    

TV advertising gives brands a quick boost, but a sustained presence on air provides the biggest lift, according to a new study from Comcast’s Effectv and VAB, the trade group representing TV networks and distributors.

The study looked at both direct-to-consumer brands and more traditional brands and found that both type of brands, whether new or old, see measurable results from TV advertising.

With the 140 DTC brands studies, TV advertising provided an immediate double-digit increase in unique visitors to their digital platforms during their launch month, compared to the three-month average prior to the campaign. The lift came whether the DTC brand was new or more established.

For non-DTC brands 50 companies were analyzed, with some younger than 20 years, the rest older. The average non-DTC brand also saw a double-digit increase to its digital platforms during their TV launch month.

Beyond getting a quick boost from TV advertising, the study noted that a sustained presence on TV provided brands with an even more pronounced lift, particularly for younger brands. Unique website visitors for young brands during months with TV advertising were 50% higher than their pre-launch visitor normal. Older brands saw a 21% increase in website visitors.

“Over the last few years, savvy data-driven marketers have accelerated the advertising journey by introducing TV earlier in their brand life cycle,” said Jason Wiese, senior VP, director of strategic Insights at the VAB. “These younger brands spend aggressively and advertise more consistently than their competitors resulting in higher engagement and better digital outcomes. Our findings confirm the most effective way for brands to challenge incumbents and establish themselves within a category is through TV advertising.”

The report, entitled The Halo Effect: TV as a Growth Engine, is the third report released as part of Effectv’s Halo Effect Series. Effectv has worked with TV Squared, MediaSciences and VAB on the reports.

“This study establishes that TV is a critical growth engine for brands at any life stage,” said James Rothwell, VP, global agency, brand & industry relations, Comcast Advertising. “This is especially important today, as economic uncertainty makes it even more important that brands build a media mix that will reach new audiences and drive measurable growth. And for newer brands, who are still establishing their story and identity in market, TV presents an opportunity to ‘legitimize’ their products, bringing credibility and scale in ways no other advertising medium can.”

At a time when digital ad spending is growing while spending on traditional TV is flat at best, Comcast's Effectv ad sales unit has released a study showing that marketing strategies that employ both forms of media perform best for brands.

The study, conducted with Mediascience, notes that TV now uses data to reach target consumers. At the same time, TV has a unique ability to legitimize new brands. The study found that consumers were 35% more likely to make a purchase of an unknown brand’s product after seeing the ad on TV, compared to those exposed on digital alone.

Brand recall more than doubled when a digital ad is accompanied by a TV ad for the same brands and there was a lift in purchase intent of 15% when ads aired on TV plus digital compared to digital alone.

“This study demonstrates TV advertising’s impact on consumer awareness of and attitude toward both established and lesser-known brands,” said John Brauer, executive director of data, insights and innovation at Effectv. “TV is a trusted source of information, and pairing TV with digital video more effectively builds brand strength than digital alone.”

Other findings of the study were that adding TV improves total campaign performance, that TV provides a halo effect for digital ads, causing the digital ad to be more appealing and that viewers spend three times more time with digital ads when they’re preceded by a TV ad.

Digital ads were perceived to be less intrusive and less “annoying” after TV exposure, the study said.

“Brands, no matter what their stage of maturity or size, stand to benefit from a combined TV plus digital strategy,” the report concludes. “One without the other could erode brand strength and purchase consideration over time. This study proves the memory effects of digital video are enhanced with the brand building power of TV, and that’s why digital loves TV.”

Comcast households spent 15 more minutes with television per day during the coronavirus-infected second quarter of 2020 than they did the year before, according to a new report from Comcast’s Effectv advertising unit.

The gains came from cable (up 12 minutes), broadcast (up 5 minutes) and DVR/VOD usage (up 3 minutes).

While cord-cutting has reduced the number of Comcast TV households, Effectv said that they consumed 8.5 billion hours of TV in the quarter, an increase of 17 hours per household.

On the household level, time spent with TV has increased over the eight quarters of measured data in those Comcast subscriber homes.

“TV viewership is on the rise, and has been for the past eight quarters,” said John Brauer, executive director of Data, Insights and Innovation at Effectv. “The increases we see when comparing Q2 2020 to the same quarter last year is evidence of the resilience of TV during this unprecedented time. Despite the absence of much of the live sports programming, consumers still rely on TV for entertainment and information – perhaps something they need now more than ever before.”

Effectv said that the majority of viewing--68%--goes to cable TV, up one share point. Broadcast was also up slightly while premium network share was down 2 share points. Video on demand was used by 80% of households and time spent with on-demand TV shows and movies was up 15% from a year ago.

Effectv also looked at the effect of TV sports on viewing behavior. It found that sports viewers were among the most reliable TV viewers. The returns of Major League Baseball, the National Basketball Association and the National Hockey League averaged a 71% jump over last year, with 2.5 million household tuning in.

In addition to watching their favorite sports, 55% of sports fans watch more than three other sports as well. Effectv said it has developed an Effectv Sports Matrix to help advertisers find audiences. The Matrix indicates that big Major League Baseball fans also watch NHL, golf and NCAA hoops.

“TV remains a powerful channel for advertisers to reach their audience at scale,” added Maria Weaver, CMO, Comcast Advertising. “And today, with consumers fragmenting their viewing across screens, an audience-based approach is critical for marketers. Despite the headwinds we’re encountering in 2020, we see that brands who stay on-air and take a forward-looking, data-based approach benefit in both in the short- and long-term.”

With many retail outlets closed because of the COVID-19 pandemic a new study found that television advertising is effective at driving consumers to engage online.

The study, conducted by Effectv, the ad sales unit of Comcast Cable and attribution company TVSquared, found both short and long-term impacts of being on air.

“The study’s findings show just how critical it is for TV advertisers to be nimble and adaptive,” said Jo Kinsella, president, TVSquared. “Changing creatives to reflect what is happening in the world, and making data-backed adjustments to buys and schedules, are the two attributes that are consistent among the most successful advertisers – not only during times of crises, but always.”

The study, entitled The Halo Effect: TV Drives Digital, found that staying on air during a crisis can help maintain brand presence, triggering a “memory effect” among consumers. In the first quarter, advertisers that stayed on air rather than pulling their budgets, saw 23% more website visits over the next several weeks. Advertisers that stopped running TV ads saw web visits fall by 20%.

TV advertising had different impacts for different types of advertisers as the pandemic went on. If a brand had a direct to consumer offering, response rates were highest, with responses increasing 100% for e-commerce sites, 84% for online food delivery and 41% for online education. 

Response rates for auto, insurance and travel advertisers we down as much a 80% compared to pre-pandemic levels.

Changing creative can have a big impact, but consistency counts ones an effective message is found. Between March and April, brands that ran COVID-19 messages on TV saw an average lift of 37%, compared to the 13% lift for advertisers that didn’t relate to the virtual. 

Brands that were consistent with COVID-relevant messaging registered increases of 41% in immediate visitors. Advertisers with pandemic-related ads but inconsistent schedule endured a 31% drop in visitors.

“Since the pandemic has forced many consumers to move their shopping from physical stores to online channels, this study could not be more timely or valuable for marketers in terms of understanding the impact TV has on driving engagement,” said James Rooke, general manager, Effectv. “The results clearly show that TV advertising drives consumer action online and also provide insights into how data-driven strategies can maximize engagement during this unprecedented time for marketers.” 

With the advertising industry focused on targeting, Comcast’s Effectv ad sales unit has put out a report that notes that reach is also important to marketers and provides ways to use data to build reach.

In a report released Wednesday titled Data Builds Brands: The Why and How of Maximizing Reach in a New TV World, Effectv notes that technology can be used to connect with consumers throughout the “marketing funnel” via TV.

“While targeted messaging that reaches consumers closer to the point of purchase has an important role in the overall marketing mix, research has shown that this type of lower-funnel messaging works best as part of a broader media strategy,” according to the report. “Building awareness with high-reach campaign strategies is still critical for all advertisers to stay top-of-mind, even the most well-known companies. The question is: how do advertisers build reach in a New TV world where an abundance of choice in both content and distribution platforms continues to splinter audiences?”

The report offers three “Foundational Strategies” and three “Additional Recommendations."

“We are living in a new world, where delivering improved media efficiency has rightfully taken on a new level of importance for advertisers,” said James Rooke, general manager of Effectv. “Marketers know the importance of brand advertising to drive results but may worry that TV comes with a premium price tag. The strategies outlined in this whitepaper are proven to efficiently maximize reach and support brand building through the smart application of data, delivering more effective performance on their TV spend.” 

Effectv research done by Media Sciences found that campaigns that used both TV and digital media drew three times more visual attention than digital alone. The combination of TV and digital also had more than twice the recall of digital alone. And purchase intent was 15% higher for campaigns using TV and digital compared to digital alone.

The report concludes that reach still matters to advertisers, that the “new TV” offers significant reach opportunities and that TV advertisers much employ new rules to achieve effective reach in a changing TV landscape.

“Today’s advertisers face many options when it comes to media choices, but TV will always be an effective tool for reach. In the New TV world, reach can be achieved in even smarter and more efficient ways, that have demonstrated results. The key for marketers is to avoid the temptation to focus only on targeting, and instead reach their audience wherever they are on their journey towards becoming a customer,” the report said.

In this time of unprecedented industry change, auto dealers are faced with many questions around how to approach the months ahead. Many are trying to keep their businesses thriving amid the new reality of nervous consumers, closed showrooms, and uncertain financial impacts. 

To determine the best next steps when it comes to advertising, we can look to the past: we’ve seen the auto industry weather storms before and come back strong. We can also look to the future: we’re beginning to understand how the COVID-19 story will play out by considering  other countries’ economies who are several months ahead of the U.S. Considering all of this, even in the current market conditions, my advice to auto advertisers would be this: keep driving forward. 

If you have the financial means to do it, keep advertising, and focus on smart strategies that use data and targeting to reach your audience in the most efficient ways possible. If you do not have financial ability to advertise right now, then prepare your strategies today, so that you are ready for the rebound. At some point soon, the buyers will be back. Take the time to solidify your strategy now so you can execute promptly and be first to market when the buyers are ready.

In the meantime, I’d like to share four key tips that may help auto dealers as they consider their advertising plans: 

Tip 1: Think Outside the Showroom

The end goal of any advertiser is to drive sales, but how can this happen if consumers are too nervous to visit a dealership? Fortunately, today’s auto dealers have many resources available to them to help sell outside of the showroom. 

You may find that consumers are more than ready for an online car buying experience now, and with the power of video you can give your customers the ability to experience the design and features of new models. For example, at Effectv, we are building complimentary virtual showrooms for our Tier 1 auto manufacturers on Xfinity X1. You can also consider offering virtual test drives or VIN-specific videos of used models and more. 

Whatever tools you decide to adopt, be sure they can deliver on the brand experience you want your customers to have – and keep in mind you may uncover tools and processes that are so efficient, they can live long past the days of social distancing. 

Tip 2: Communication is Key 

In today’s new world, your customers’ relationship with you and perception of your brand have changed. They undoubtedly have new expectations of what they want their experience to be when buying a new vehicle; your job is to communicate with them so they can understand how you are addressing their changing needs. Spend some time thinking about what should change in your creative messaging to reflect that. Have your hours changed? What precautions are you taking to ensure their new vehicle is safe? Do you have any special offers to support them in uncertain financial times?

According to a survey from FreeWheel, a provider of comprehensive ad technology platforms for publishers, advertisers, and media buyers (and also a Comcast company), nearly 60% of consumers think brands should be incorporating messaging about COVID-19 into their TV/Video creative (1). Use video to tell your story and ensure that messaging is consistent in your social channels and your email campaigns. Finally, don’t forget to leverage your CRM tools for more personalized connections with your customers. The feedback you receive will be valuable in understanding what messages resonate best with your customers so you can continue to evolve your creative.  

Tip 3: Explore New Media Opportunities

Just as consumers’ purchasing behavior may have changed due to COVID-19, so have their viewing habits. An analysis of Comcast aggregated viewing data suggests that more time is spent watching TV compared to a year ago; this includes an approximately 50% increase in Video on Demand, and a 48% increase in Connected TV viewing (2). Now is the time to get creative with your media strategies, reaching your audience on whatever screen they’re using. By using some of these newer media channels, you can capture your audience wherever they are in the purchase cycle, including those most ready to buy, coupled within an environment that showcases the critical sights and sounds of your brand.

Once you’ve made your media buying decisions, you can continue to measure and optimize. What works one month from now may not work three months from now, so measure your efforts continually and tweak your campaigns as you go. Work with a partner who can prove they are delivering the audience you need most and highlight the impact your campaigns are making on your defined metrics. With ad budgets in many cases tighter than ever, efficiency is paramount. 

Tip 4: Don’t Forget to Feed the Funnel

In auto advertising, it is critical to constantly keep your message in market by reaching a broad audience with awareness messaging on TV or digital video channels. Advertisers are often tempted to solely use bottom-of-the funnel tactics, but it’s critical to keep feeding the marketing funnel with new prospective customers, so that you have likely buyers in the months to come.  

Today this is more important than ever. In the months ahead there will be pent up demand for cars, both new and used as well as leases that are expiring. While some buyers are waiting for a safer purchasing situation, others are holding off until they are more financially secure before starting their search in earnest. In both instances there is an opportunity to capture the attention of the buyers at the top and bottom of the funnel to influence them for when they are ready to make a purchase. Set yourself up for success, so you can maintain or increase your share of voice and communicate to each kind of buyer’s need. 

Driving Forward 

There is no crystal ball to determine what will happen in the months – or even the weeks – ahead. But by following some of these approaches, auto advertisers can better set themselves up for the future. Consumers will always need cars and there is more opportunity than ever to reach them; I expect the auto industry will be quickly returning to good health and when it does – you will be ready.  

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.

Sources:  

(1) FreeWheel Real-Time Insights: TV Advertising: The Right Moves, Right Now, April 2020  

(2) Comcast Aggregated De-Identified Viewership Data – National Footprint, 4/6/20 through 4/12/20 and 4/13/20 through 4/19/20 vs. same period one year ago

To help automakers struggling through the Coronavirus crisis, Effectv, the advertising sales unit of Comcast Cable is setting up free virtual showrooms that allow Xfinity subscribers to check out new vehicles from their living rooms.

The showrooms will be available free until July 4 to top-tier brands. At that point, Effectv will offer automakers a paid version of the showrooms with more features.

“The automotive industry is facing challenges they’ve never seen before,” said Melanie Hamilton, head of enterprise sales for Effectv. “We created the Virtual Automotive Showroom as a way to help Tier 1 automotive brands during this difficult time. Americans still need cars, and what better way is there to learn about the latest vehicles than on the biggest screen in their home.”

Automakers are usually among the biggest local advertisers but the virus has impacted sales and some brands cut back on their spending. 

Brands including Cadillac, Chevrolet, GMC, Buick, Fiat, Alfa Romeo, Ram, Chrysler, Dodge, Jeep, Volvo, Mini Cooper and Nissan are participating in the program.

Comcast customers with the X1 operating system can visit the showrooms by saying “auto showroom” into their remote controls or by turning to channel 889, 991 or 989, depending on their market.

Effectv is supporting the program by running a 30-second call to action spot letting viewers know to find the virtual showrooms on their cable dial.

The virtual. showrooms feature videos from the automakers. Some content is longer form. “We know the automakers have created some amazing video for their own websites, so we’re posting that in whatever flavor they want,” Hamilton said. 

While the free showrooms feature “upper funnel content” aimed at driving awareness for the brands and its models, more interactive features that help viewers contact local dealers  may be available in the paid versions. Hamilton said some participants in the free showroom program are already asking for pricing for the paid version.

“At Cadillac, we are always looking for contemporary ways to connect customers to our products, and a purchasing process they can facilitate from the comfort of their own home,” said Melissa Grady, chief marketing officer for Cadillac. “The Auto Showroom allows customers to get deeper product information about our whole lineup, on their terms.” 

After July 4th, Hamilton expects Effectv to offer paid versions of the showrooms, partially as a substitute for cancelled auto shows, where many new vehicles get unveiled.

“All consumer behavior has been affected, so for us having that local connection point and having the X1 technology, we’ve been exploring the art of the possible in terms of how we can create and curate unique opportunities and experiences to ensure that our advertising based feels like we’re partnering with them, feel like we’re working with them to meet their business goals and that we are innovating at the same time,” Hamilton said.

She said Effectv is looking into a virtual travel experience with most travel advertisers shut down.

Effectv has also been running a program called Hometown Hub, which promotes small businesses.

In a new report, Comcast Advertising’s EffecTV unit shows how over-the-top video can provide incremental reach to linear TV ad campaigns.

The new whitepaper, entitled OTT and It’s place in the TV Ecosystem, said that advertisers “need to understand where and how viewers are engaging with TV content and create cross media plans (including linear, set-top-box VOD and OTT) that reflect the consumption patterns of their intended audience."

The report notes that while OTT is getting a lot of attention these cord-cutting days, it remains small in scale compared to linear TV. However, it is a “great compliment” to linear TV in ad campaigns as a way to optimize reach and frequency.

“OTT is an increasingly important part of the TV ecosystem as viewers use multiple platforms to access their favorite content on their terms,” said Dave Pajeau, executive director, advanced platform solutions, at EffecTV. “Advertisers should look to OTT as a powerful complement to linear TV and STB VOD to take full advantage of a multi-screen strategy of reaching audiences where they are. This whitepaper reinforces OTT’s importance as well as the need for advertisers to balance their media plans based on viewership insights.”

In one sample campaign described in the whitepaper, linear TV alone reached 72% of the target audience. Adding digital video added 13 percentage points of incremental reach, with connected TV accounting for 35% of that increase.

In another example, an automotive advertisers spend 79% of its budget on a linear TV campaign and 21% on digital video. The linear portion delivered 84% of the total impressions, while digital delivered 16%. There was very little overlap between linear and digital viewership and digital provided 7% of the campaign’s reach.

In another example, an auto group in Chicago targeted four audience segments. Linear TV only reached between 67% and 71% of the targeted audience members and digital video added between 17% and 19%.

“Not only did digital help extend the reach of the campaign, but it also helped deliver households that were underexposed on the linear side,” the report found.

The report notes that OTT remains a poorly defined term that confuses the marketplace and is receiving more attention from the industry than its relative scale justifies. In its report, EffectV refers to over-the-top as an video streamed over the internet, regardless of devices, while Connected TV is over-the-top programming viewed on a TV set.

Comcast Cable has rebranded its ad sales division, Spotlight, to a new moniker, Effectv.

The company wants everyone to pronounce the new name this way—e-FEC-tiv.

The rebrand, the cable operator said, reflects Spotlight’s evolution into an advanced advertising unit that can demonstrate its results with data. The name change coincides, Comcast explained with 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 of Comcast Advertising, in a statement. “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.”

The rebrand was unveiled during a Monday night event on the Saturday Night Live stage in New York’s Rockefeller Center.

Related: Cable-owned Ad Tech Firm NCC Media Rebrands as Ampersand

Comcast is using the rebrand to introduce two new tools:

> 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 day parts 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.

Comcast Cable is rebranding its Spotlight advertising sales division as Effectv to reflect that in a changing television environment, it can show advertisers the impact of the campaigns it runs.

The company said the name should be pronounced “e-FEC-tiv’ as the company shifts its emphasis from traditional spot sales to a focus on data-driven and addressable advanced advertising.

The new branding was unveiled on the Saturday Night Live stage in New York’s Rockefeller Center.

Related: Comcast Brands New NBCU Streaming Service ‘Peacock,’ Announces Launch Slate

Effectv also unveiled two new products. One helps advertisers plan campaigns aimed at specific audiences, such as in-market SUV buyers. Another is designed to deliver messages that are addressable at the household level within linear programming.

“Our new name, Effectv, reflects our commitment to drive better performance for our advertising clients,” said Marcien Jenckes, president of 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.”

Effectv said its combination of media and technology can help advertisers whether they’re seeking broad-reach content-based buys, more targeted campaigns aimed at audience segments or looking for a direct result--such as website visits.

“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,” said 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.”

Comcast Cable launched its On Addressability initiative with Charter Communications and Cox Communication in June in order to standardize and simplify addressable advertising, starting with distributors.

Effectv’s new products are:

Earlier this year, the company announced TV Ad Planner, a self-service platform that allows small businesses and local advertisers to plan, design and manage advertising campaigns on their own computers at affordable price points.

“Our new name reinforces our mission of partnering with clients to deliver results that matter to them,” said Maria Weaver, chief marketing officer at Comcast Advertising. “With the rollout of Effectv’s product suite over the past year, we can offer clients solutions to find their customers, target those audiences, report on delivery, and most importantly, prove effectiveness.”