Comcast, Charter and Cox build digital into co-owned TV ad sales firm NCC Media

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NCC Media is co-owned by Comcast, Charter and Cox. (Charter Communications)

NCC Media, the national TV advertising sales, marketing and technology company owned by Comcast, Charter and Cox, today announced it’s adding digital advertising to the mix.

The idea is to give marketers the ability to deliver coordinated digital ads to the same households reached by their TV campaigns. The new feature will apply to all TV inventory, including linear, VOD and addressable, and to all digital formats, including video, display, social, audio, out-of-home and mobile.

NCC Media has a combined footprint of 80 million households and partnerships with every cable, satellite and telco service provider. The company also serves as the exclusive addressable advertising sales arm for Comcast, Charter and Cox. The company plans to use that reach along with its new digital ad sales capabilities to allow for coordinating entire ad buys at the household level across more than 85% of the U.S. MVPD market. Those services will include cross-screen planning and buying, consolidated cross-screen reporting and multidevice frequency capping and sequential messaging across all screens and inventory.

"Digital advertising is an important component of our clients' marketing mix. Today's launch supports our strategy of expanding the efficient platform NCC built for the TV world to handle more of our clients' media comprehensively," said Nicolle Pangis, CEO of NCC Media, in a statement. "The new capabilities bring increased precision to brand marketing while greatly simplifying the way advertisers manage and monitor consumer narratives across the entire consumer journey."

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"By bringing digital ad planning, buying and execution into our comprehensive TV data platform, NCC has opened up compelling, new advertising capabilities, providing marketers with powerful reach and intelligence to run more meaningful, efficient and consumer-friendly campaigns," said Andrew Ward, president at NCC Media, in a statement. "It's a necessary and transformative step that improves the advertising equation for marketers, media owners and consumers."

Last year, Ward was tapped to head up a new data-driven advertising sales division within NCC Media. In addition to using anonymous data to target advertising, the division “will drive research, data and analytic capabilities to provide consistency in how the advertising industry measures the effectiveness of an advertisement and simplify how agencies manage campaigns.”