Based on a current Comcast Promoting research together with AdExchanger, 63% of advertisers mentioned they might improve spend if there was extra attribution connecting TV advert publicity to particular shopper actions or purchases. So, at Cannes Lions, Comcast is taking motion.

At this time, the corporate introduced it’s bringing three new improvements throughout its portfolio to present manufacturers higher superior measurement and attribution instruments, permitting them to trace the affect of TV promoting all through the advertising funnel.

The improvements come from partnerships with Mastercard to carry attribution to native advertisers, a team-up between Common Adverts and Marpipe for dynamic CTV advert merchandise, and expanded capabilities by means of FreeWheel. By bringing varied Cannes choices to each nationwide and native advertisers, the corporate is aiming to ship lower-funnel outcomes like gross sales and conversion knowledge.   

“At Comcast Promoting, our purpose is to assist advertisers unlock the complete potential of TV by making it extra measurable, actionable, and aligned with enterprise outcomes,” James Rooke, president of Comcast Promoting, mentioned in a press release. “The reality is, TV is a outcomes engine that connects prime and backside funnel in a manner that no different medium can. Countless research have proven this. Nonetheless, we don’t make TV promoting as simple or seamless as social media platforms do. Our purpose throughout Comcast Promoting is two-fold: make it simple and show it really works.” 

Estrella MediaCo, Fuse Media, LG Ad Solutions, Scripps, Spectrum Reach, and Vizio are among the brands joining Universal Ads.

Mastercard’s partnership brings attribution measurement to native advertisers

Comcast Promoting is working with Mastercard to attach TV advert publicity with aggregated and anonymized buy insights from over 120 million Mastercard cardholders.  

The corporate’s knowledge, mixed with Mastercard’s buyer base, allows the Comcast Media Resolution characteristic for use not solely by giant nationwide advertisers but in addition by native advertisers, permitting them to put it to use for the primary time. Advertisers will have the ability to see beta testing gross sales carry throughout key classes like automotive, retail, house providers, and furnishings, optimizing campaigns to ship probably the most affect.

A current research of campaigns for 5 house enchancment and furnishing manufacturers revealed a 3x return on incremental advert spend in addition to will increase to retailer visitors, common order worth, and shopper spend.