Annual Comcast Advertising Report Finds Reach and Scale Across Multiscreen TV as Top Challenges for Advertisers Heading into 2025
Comcast Advertising's latest annual report highlights the challenges and trends in multiscreen TV advertising as advertisers plan for 2025. Over half of advertisers find maximizing reach and frequency their biggest challenge. The report shows a 39% YoY growth in ad views using audience targeting for streaming campaigns, with 56% of advertisers willing to increase video ad spend if better measurement and optimization are provided. Key insights include 97% of advertisers planning to maintain or increase streaming TV spend, while 74% say the same for traditional TV. Addressable TV is becoming a 'must-buy' for 53% of advertisers, and programmatic ad use has grown by 15% YoY. Additionally, 76% of advertisers prioritize viewer experience, 82% targeting capabilities, and 88% content quality when planning campaigns. The report predicts that success in 2025 will depend on good data, media, and technology, with live events and programmatic activation playing significant roles.
Il rapporto annuale più recente di Comcast Advertising evidenzia le sfide e le tendenze della pubblicità televisiva multiscreen mentre gli inserzionisti pianificano per il 2025. Oltre la metà degli inserzionisti considera la massimizzazione della portata e della frequenza come la loro maggiore sfida. Il rapporto mostra una crescita del 39% anno su anno nelle visualizzazioni pubblicitarie tramite targeting del pubblico per le campagne di streaming, con il 56% degli inserzionisti disposto ad aumentare la spesa per gli annunci video se vengono forniti migliori strumenti di misurazione e ottimizzazione. Tra i principali approfondimenti, il 97% degli inserzionisti prevede di mantenere o aumentare la spesa per la TV in streaming, mentre il 74% dice lo stesso per la TV tradizionale. La TV indirizzabile sta diventando un 'must-buy' per il 53% degli inserzionisti, e l'uso della pubblicità programmatica è cresciuto del 15% anno su anno. Inoltre, il 76% degli inserzionisti dà priorità all'esperienza dello spettatore, l'82% alle capacità di targeting e l'88% alla qualità dei contenuti quando pianificano le campagne. Il rapporto prevede che il successo nel 2025 dipenderà da buoni dati, media e tecnologia, con eventi dal vivo e attivazione programmatica che giocheranno ruoli significativi.
El último informe anual de Comcast Advertising destaca los desafíos y tendencias en la publicidad televisiva multiscreen mientras los anunciantes planifican para 2025. Más de la mitad de los anunciantes consideran que maximizar el alcance y la frecuencia es su mayor desafío. El informe muestra un crecimiento del 39% interanual en las visualizaciones de anuncios utilizando segmentación de audiencia para campañas de streaming, siendo el 56% de los anunciantes dispuestos a aumentar el gasto en anuncios de video si se proporcionan mejores mediciones y optimización. Los puntos clave incluyen que el 97% de los anunciantes planean mantener o aumentar el gasto en TV en streaming, mientras que el 74% dice lo mismo sobre la TV tradicional. La TV direccionable se está convirtiendo en una 'compra obligada' para el 53% de los anunciantes, y el uso de publicidad programática ha crecido un 15% interanual. Además, el 76% de los anunciantes prioriza la experiencia del espectador, el 82% las capacidades de segmentación y el 88% la calidad del contenido al planificar campañas. El informe predice que el éxito en 2025 dependerá de buenos datos, medios y tecnología, con eventos en vivo y activaciones programáticas desempeñando roles significativos.
Comcast Advertising의 최신 연례 보고서는 광고주들이 2025년을 계획하면서 멀티 스크린 TV 광고의 도전 과제와 트렌드를 강조합니다. 절반 이상의 광고주가 도달 범위와 빈도를 극대화하는 것이 가장 큰 도전 과제로 보고 있습니다. 이 보고서는 스트리밍 캠페인을 위한 Audience Targeting을 사용하여 광고 노출이 연간 39% 성장했으며, 56%의 광고주가 더 나은 측정 및 최적화가 제공된다면 비디오 광고 지출을 늘리겠다고 밝혔습니다. 주요 통찰력으로는 97%의 광고주가 스트리밍 TV 지출을 유지하거나 늘릴 계획이며, 74%는 전통 TV에 대해 같은 입장을 보이고 있습니다. 53%의 광고주가 Addressable TV를 '필수 구매'로 간주하고 있으며, 프로그래매틱 광고 사용이 연간 15% 성장했습니다. 또한, 76%의 광고주가 캠페인 기획 시 시청자 경험, 82%가 타겟팅 능력, 88%가 콘텐츠 품질을 우선시하고 있습니다. 이 보고서는 2025년의 성공이 좋은 데이터, 미디어, 기술에 달려 있으며, 생중계 이벤트와 프로그래매틱 활성화가 중요한 역할을 할 것이라고 예측합니다.
Le dernier rapport annuel de Comcast Advertising met en lumière les défis et les tendances de la publicité télévisée multiscreen alors que les annonceurs se préparent pour 2025. Plus de la moitié des annonceurs considèrent que maximiser la portée et la fréquence est leur plus grand défi. Le rapport montre une croissance de 39 % d'une année sur l'autre des vues d'annonce grâce au ciblage d'audience pour les campagnes de streaming, avec 56 % des annonceurs prêts à augmenter leurs dépenses en annonces vidéo si de meilleures mesures et optimisations sont fournies. Les points clés incluent que 97 % des annonceurs prévoient de maintenir ou d'augmenter leurs dépenses en TV streaming, tandis que 74 % disent la même chose pour la TV traditionnelle. La TV adressable devient un 'must-buy' pour 53 % des annonceurs, et l'utilisation de la publicité programmatique a augmenté de 15 % d'une année sur l'autre. De plus, 76 % des annonceurs priorisent l'expérience du spectateur, 82 % les capacités de ciblage et 88 % la qualité du contenu lors de la planification des campagnes. Le rapport prédit que le succès en 2025 dépendra de bonnes données, de médias et de technologie, les événements en direct et l'activation programmatique jouant des rôles significatifs.
Der jüngste Jahresbericht von Comcast Advertising hebt die Herausforderungen und Trends der Multiscreen-TV-Werbung hervor, während Werbetreibende für 2025 planen. Über die Hälfte der Werbetreibenden sieht die Maximierung von Reichweite und Frequenz als größte Herausforderung. Der Bericht zeigt ein Wachstum von 39% im Jahresvergleich bei den Anzeigebetrachtungen, indem Zielgruppenauslese für Streamingkampagnen verwendet wird, wobei 56% der Werbetreibenden bereit sind, die Ausgaben für Videoanzeigen zu erhöhen, wenn eine bessere Messung und Optimierung angeboten wird. Wichtige Erkenntnisse umfassen, dass 97% der Werbetreibenden planen, die Ausgaben für Streaming-TV beizubehalten oder zu erhöhen, während 74% dasselbe für das traditionelle Fernsehen sagen. Die adressierbare TV-Werbung wird für 53% der Werbetreibenden zur 'Must-Buy'-Option, und der Einsatz programmgesteuerter Werbung ist im Vergleich zum Vorjahr um 15% gewachsen. Darüber hinaus priorisieren 76% der Werbetreibenden die Zuschauererfahrung, 82% die Zielgruppenauswahl und 88% die Inhaltsqualität bei der Planung von Kampagnen. Der Bericht prognostiziert, dass der Erfolg im Jahr 2025 von guten Daten, Medien und Technologie abhängen wird, wobei Live-Events und programmatische Aktivierung eine wesentliche Rolle spielen werden.
- 39% YoY growth in ad views using audience targeting for streaming campaigns.
- 56% of advertisers willing to increase video ad spend with better measurement and optimization.
- 97% of advertisers plan to maintain or increase streaming TV spend.
- 53% of advertisers consider addressable TV a 'must-buy'.
- 15% YoY growth in programmatic ad usage.
- Over half of advertisers find maximizing reach and frequency their biggest challenge.
Insights
Research shows audience-based buying and targeting becoming more important as demonstrated by a
Advertisers rank viewer experience, targeting, and premium content as key factors when planning multiscreen campaigns
“While TV advertising continues to be a highly desirable way for brands to get in front of consumers, delivering campaigns to the right audiences at the optimal frequency and scale can feel daunting,” said James Rooke, President of Comcast Advertising. “Success in today’s ecosystem requires a strategy built around premium data, quality media, sophisticated technology, and, most importantly, a focus on transparency throughout. Without these, you risk marring your brand with a suboptimal TV experience.”
Targeting and Measurement
While many different signal and identity solutions have emerged in recent years, first-party data and contextual solutions are securing the most attention from advertisers. Over two-thirds of them are actively using first-party data and contextual advertising solutions, while less than half are relying on traditional identifiers, IP addresses or universal IDs.
According to the report,
Insights Into Buyer Trends Driving Success
According to the latest report,
The report reinforces that advertisers are increasingly looking to solutions such as addressable TV advertising and programmatic to more effectively reach audiences. In fact,
Additional key findings of the report include:
-
Advertisers rank overall viewer experience (
76% ), targeting capabilities (82% ), and content (88% ) as some of the most important factors when planning multiscreen TV campaigns. -
It’s all about the big screen: Over
87% of viewers prefer watching streaming content on the TV screen – across paid TV streaming and free streaming. -
Sellers are enabling more streaming inventory to be transacted programmatically, with
21% of streaming video ads today being programmatic. -
Audience-based buying and targeting is becoming more important for advertisers indicated by the
39% YoY growth of ad views using audience targeting for streaming campaigns. -
56% of advertisers rank delivering specific reach and frequency as one of their top two factors for measuring success, demonstrating the need for providers with sophisticated technology that can enable effective campaign delivery and transparent performance reporting. -
As access to reliable identifiers becomes more challenging,
89% of advertisers are actively using or planning to use contextual advertising solutions to deliver relevant experiences.
What Will Drive Advertising Success in 2025
The report posits that multiscreen TV advertising success in 2025 will lie at the intersection of good data, good media, and good technology. The report goes on to define each of these terms, using the findings of the research to qualify what defines the best kinds of data, media, and technology.
The report concludes with several industry predictions for the year to come. Among the predictions is that live events like sports will shape the streaming landscape, especially as programmatic activation increases; addressable will continue on its growth trajectory as advertiser look for accuracy, accountability, and unification across screens; viewers will expect better advertising experiences; and multiscreen TV will be embraced as a full-funnel performance engine that can drive awareness, consideration, and action, while providing transparent measurement.
The Comcast Advertising Report is based on an in-depth analysis of impressions from Comcast’s advertising sales division, Effectv, and from its advertising technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners.
To view the full findings as outlined in Comcast Advertising’s latest report, visit here.
Note: The full list of sources can be found in the 2024 Comcast Advertising Report.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology, and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional, and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Advertising, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241209340655/en/
Media Contacts
Emily Miller
Emily_Miller@comcast.com
Source: Comcast Advertising
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