Comcast online ad division rebrands as Effectv
| 06 November 2019

In what it says is a sign of its commitment to delivering measurable results for its clients, the advertising sales division of Comcast Cable, Comcast Spotlight, will now operate under the Effectv name.

Comcast says that the name change follows an evolution of the company over the past year, including the rollout of new data-driven 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,” explained Comcast Advertising president Marcien Jenckes. “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.”

Effectv will offer clients customised advertising capabilities, known as CrossReach solutions, which combine the right product mix to meet the specific needs of every advertiser. These full-funnel solutions are said to reach customers throughout the purchase cycle.

As part of the rebrand, the company also announced the launch of two new products to bring greater addressability to television advertising: Audience Intelligence allowing advertisers to plan and run data-informed linear TV schedules to more effectively identify and reach their target audiences at the local, regional and national level; and Addressable Full Avail is a linear TV product designed to enable advertisers to target custom audience segments at the household level.

Addressable Full Avail follows the On Addressability initiative announced earlier in 2019 by Comcast Advertising with the goal of enabling addressability across the TV ecosystem.

“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,” Jenckes added. “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.”