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Comcast Advertising’s annual Comcast Advertising Report reveals that 94% of advertisers are planning to maintain or increase their spending on premium streaming in the next 12 months.
The findings demonstrate a significant preference among advertisers for premium, professionally produced video content, where, the report finds, viewers are 58% more likely to remember an ad as compared to within user-generated video.
“The industry continues to transform at break-neck speed toward a more data-driven, automated approach to buying and selling advertising,” said James Rooke, President, Comcast Advertising.
“As this transformation accelerates, the value of trusted, transparent and engaging viewing environments has never been more important. The Comcast Advertising Report provides a unique and layered perspective into these environments and how buyers, sellers and viewers are navigating today’s complex media landscape.”
The report is based on an in-depth analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv, and from its ad technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners.
Key findings from the report include:
The report uncovers that buyers continue to face challenges in obtaining incremental reach, citing cost and frequency control as the biggest obstacles. The study analysed billions of impressions to provide the following recommendations pertaining to maximizing reach and connection:
“In the face of unprecedented change in the way consumers are viewing premium video content, buyers and sellers alike are looking for tangible metrics on what works best within this new TV environment,” said Travis Flood, Executive Director of Insights, Comcast Advertising.
“The goal of this report is to provide actionable advice on using all the tools and channels now available for advertisers to maximise audience reach and drive strong viewer connections. Fortunately, Comcast’s role in video distribution, media and ad tech affords us the purview to deliver upon this ambitious objective,” Flood said.
