Comcast Spotlight, the advertising sales division of Comcast Cable, today changed its name to Effectv, and launched a pair of new addressable advertising features.
The company said the new name is meant to better represent its data-based 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.”
Along with the name change the first of two new products launched by Effectv is Audience Intelligence, which the company said allows advertisers to plan and run data-informed linear TV schedules to better identify and reach their target audiences at the local, regional and national level. In addition to using traditional demographics, advertisers can build campaigns using networks and dayparts to reach specific audiences.
Effectv’s other new feature is Addressable Full Avail, a linear TV product that allows advertisers to target custom audience segments at the household level. Advertisers can choose up to five different creative units for a 30-second spot, and use Comcast viewership and third-party data to determine which ad unit should be sent to which household. Advertisers are buying the entire “avail” of that designated spot to get both reach for branding and the addressable targeting for relevant households, and then they can use the reporting data to optimize their next campaign flight.
“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.”