Comcast Advertising Introduces Performance-Based TV Solutions
Comcast Advertising, the advertising division of Comcast Corporation, has announced a suite of performance-driven innovations aimed at enhancing the measurability and impact of television advertising. The new solutions are designed to help brands of all sizes better understand how TV advertising contributes to the entire marketing funnel—from awareness to conversion.
Despite television’s long-standing role as a cornerstone of brand marketing, its effectiveness in driving consumer action has often been overshadowed by digital platforms that offer real-time attribution. A recent Comcast Advertising and AdExchanger study revealed that 30% more advertisers use TV to build awareness than to drive action. However, 63% of advertisers would increase their TV ad spend if stronger attribution methods demonstrated a clear uplift in consumer spending.
Mastercard Partnership Enhances Campaign Measurement
To address this, Comcast Advertising is partnering with Mastercard to analyze campaign effectiveness through aggregated spend data. This collaboration allows for accurate measurement of advertising impact across both national and regional markets. By leveraging Mastercard’s vast transaction data and Comcast’s media reach, advertisers can assess performance in key sectors such as automotive, retail, home services, and furnishings.
Beta testing with five major home improvement and furnishing brands has already yielded promising results, including a threefold increase in return on ad spend (ROAS), as well as notable boosts in store traffic and average order value. This integration empowers advertisers to make data-driven decisions and optimize campaigns in real time.
Dynamic Product Ads Come to Connected TV
In a significant move for performance marketers, Comcast’s Universal Ads platform is collaborating with Marpipe to launch dynamic product ads on Connected TV (CTV) for the first time. Marpipe, known for its creative automation capabilities, enables brands to generate shoppable, personalized video ads directly from live product catalogs.
This partnership brings the advantages of social media-style personalization to the largest screen in the home. According to research from Meta and Marpipe, dynamic product ads deliver 70% higher ROAS than traditional formats, and enriched product catalogs drive performance at more than twice the rate of standard ads.
“This partnership brings the best of Marpipe’s creative automation to the most exciting frontier in advertising: Connected TV,” said Dan Pantelo, CEO of Marpipe. “Together with Universal Ads, we’re transforming TV from a brand-only channel into a scalable performance engine for ecommerce.”
FreeWheel Expands Attribution Capabilities
Comcast’s FreeWheel, a global technology platform for television advertising, is also rolling out new tools and strategic partnerships aimed at improving campaign performance measurement. One key enhancement is the FreeWheel Identity Network, a solution designed to improve identity resolution and audience targeting across digital and traditional TV platforms.
Advertisers using FreeWheel’s buying technology suite have seen audience match rates increase by more than eight times compared to other market solutions. This is critical for accurate attribution and campaign optimization. In a further step, FreeWheel is joining forces with PlaceIQ, a leader in location-based audience targeting and measurement, to provide deeper insights into physical store visits and consumer behavior.
As a result, FreeWheel now offers advertisers in-platform tools for location-based targeting and attribution, along with enhanced reporting features that maintain user privacy while offering actionable insights.
Driving Results Across the Marketing Funnel
“At Comcast Advertising, our mission is to make TV advertising more measurable and aligned with business outcomes,” said James Rooke, President of Comcast Advertising. “TV is a powerful results engine that bridges top and bottom funnel objectives in a way that no other medium can. Our dual goal is to make it easy to use and prove that it works.”
These latest innovations represent Comcast Advertising’s commitment to transforming TV into a full-funnel marketing solution. By integrating data, technology, and creative automation, the company is helping advertisers unlock the full potential of premium video content.
About Comcast Advertising
Comcast Advertising connects brands with audiences through multiscreen TV campaigns powered by Comcast’s media, technology, and data assets. Its divisions include FreeWheel, which provides the infrastructure for programmatic TV transactions, and Universal Ads, a platform that simplifies ad creation and buying across premium video sources.
In collaboration with NBCUniversal and Sky, Comcast Advertising is working to streamline the media buying process and deliver measurable results for marketers, publishers, and consumers alike.
About the Partners
Mastercard is a global technology company in the payments industry, operating in over 200 countries and territories. Its data services help businesses better understand consumer behavior and optimize marketing strategies.
Marpipe offers creative automation tools that allow brands to test multiple ad variations and determine the best-performing creatives based on real audience feedback.
PlaceIQ, part of Precisely, specializes in location-based audience measurement and targeting, helping advertisers connect ad exposure to real-world actions.
This article is inspired by content from Business Wire. It has been rephrased for originality. Images are credited to the original source.