Comcast: ‘New TV’ requires a rethink on ads

By Angie Johnston  |  March 15, 2019

Broadband Technology Report | BTR Staff | March 8, 2019

Comcast Spotlight (NASDAQ:CMCSA), the MSO’s advertising sales division, has released a white paper exploring how fundamental shifts in the TV viewing experience have opened new opportunities for advertisers. New distribution points and technological advancements have enabled TV advertisers to reach consumers throughout the full marketing funnel. “New TV” comes with new rules, however, and demands refined advertising strategies to achieve the most effective results.

“Contrary to the accepted industry narrative, TV today is thriving, with time spent viewing video reaching new highs, and it remains the most powerful way to reach consumers. It’s just a new TV, one that has evolved with more content and more consumer access,” said Hank Oster, chief operating officer and senior vice president, Comcast Spotlight. “It’s important we help advertisers understand the way the medium has evolved and how to harness the abundant time spent and its reach to grow their businesses.”

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