Comcast Ad Sales Brings More Bang To Media-Buying Bucks
Comcast Ad Sales, a division of Comcast Cable, today announced an agreement with Adlink, the Los Angeles interconnect, to utilize the company's Adtag™ and Adcopy™ targeting technologies. Comcast, which now serves 71 of the nation's 210 DMAs and 22 of the top 25 television markets, will begin offering the products to advertisers this fall in Chicago and Detroit with a national rollout planned for early next year.
Currently in use in the Los Angeles and New York markets, Adtag and Adcopy provide advertisers customized targeting and segmentation capabilities that allow them to break up a market geographically, demographically or psychographically so they can deliver the right messages to the right audiences. Advertisers in the automotive, beverage, retail, entertainment (movies, networks), political, and food categories have found the products particularly valuable.
"Comcast's national footprint advances the strengths of the Adlink products," said Hank Oster, senior vice president, managing director of sales for Comcast Ad Sales. "The addition of these two highly successful offerings reinforces Comcast's commitment to extending the targeting advantage of cable and changing the way advertisers buy and use cable television to market their products and services to consumers."
Adtag allows advertisers to run the same commercial throughout a DMA, but tag the commercial with individual dealer, franchise, or store names that are specific to geographic locations within the market. The cable viewer can see the location of the closest retailer, and the ad is most useful for the audience and most effective for the advertiser.
Adcopy enables advertisers to run, simultaneously, different commercials within specified subsections of a market. This allows targeting of cable viewers based on demographic or psychographic characteristics found in aggregate data for people residing within these areas. Advertisers can tailor the mix of commercials to deliver messaging that is most relevant to their desired audience, without sacrificing the broad reach needed to build a brand across an entire market.
"The ability to better reach a receptive audience with stronger message retention across multiple networks, with only one buy, is an extraordinary benefit to advertisers and is unique to cable," said Charlie Thurston, president of Comcast Ad Sales. "Since media budgets work harder and stretch further when media exposure is focused on targeted consumers, these new options also can enhance an advertiser's return on investment."
About Comcast Ad Sales
Comcast Ad Sales is committed to providing a one-stop shopping experience making cable as easy to buy as broadcast. Dedicated to building the preeminent advertising and sales organization for the cable industry, Comcast Ad Sales is helping advertisers and their agencies more efficiently and effectively target customers. Headquartered in New York with regional and local advertising offices throughout the country, Comcast Ad Sales employs nearly 3,100 people and has a presence in 22 of the top 25 television markets.
Contacts:
Dana Runnells/Amy Brookler
Comcast Ad Sales
917-934-1015/1974
dana_runnells@cable.comcast.com
amy_brookler@cable.comcast.com
