FILE PHOTO: The Comcast NBC logo is displayed on top of a building in Los Angeles, California, USA, June 13, 2018. REUTERS/Mike Blake/
(Reuters) – Comcast Corp on Monday launched its new advertising options to help advertisers find and target a certain viewers, the biggest U.S. cable-TV provider is trying to lure ad dollars away from digital, rivals.
The TV industry is trying to catch up to digital advertising on the internet, where the technology has long allowed businesses to target ads to people based on interests, and it is difficult to measure the effectiveness of advertising in persuading consumers to visit stores or buy the product.
However, the name of the cable ad sales division, as Effectv. The name was chosen because “We have to reinforce for the TV effect, and it is not just an awareness play,” said Mary Weaver, chief marketing officer at the College of Advertising in an interview.
Comcast said Monday it will use its own database together with other data, to help advertisers know what their target audience is watching on TV, who will work with them to help with the purchase of commercials on all the right places, to reach a certain audience.
Previously, advertisers have largely had to figure out what the audience is about to watch it, but it was always a gamble, and it’s almost always wrong,” said Marcien Jenckes, president of the College’s Advertising, in an interview.
The company enables advertisers to to use on up to five different versions of the same commercial, and I show them all the different types of audiences.
For example, a car manufacturer may be buying a commercial spot is due to Effectv to be played on a cable network. However, can have different versions of ads for a mini-van, sports car, or a pick-up truck to a household, who are in the market for these cars.
The new advertising options will be part of a larger trend, in which the TV industry is to “sell and deliver to sites in order to sell and deliver to the public,” Jenckes said.
Just like any other cable-and satellite-TELEVISION providers, Comcast is losing subscribers as well as viewers “cut the cord” and switch to the streaming of the video, with the emphasis on the need to persuade the advertisers to keep up with the digital platforms, such as Google’s YouTube. Comcast lost 238,000 video customers in the third quarter of the year.
Report by Sheila Dang; Editing by David Gregorio