NEW YORK–(BUSINESS WIRE)–Today on the IAB NewFronts, Comcast Advertising, the promoting division of Comcast, introduced Comcast Advertising’s Outcomes+, a new answer that offers advertisers unparalleled focusing on and attribution throughout the corporate’s premium TV and streaming stock. Powered by Comcast’s distinctive mixture of media, information, and know-how, Outcomes+ delivers enhanced outcomes with a portfolio of AI-powered merchandise activated by Comcast’s first-party information and attribution merchandise backed by best-in-class partnerships.
Additionally, Comcast Advertising introduced a new partnership with Amazon Ads, giving its native and small-to-medium sized prospects entry to Prime Video for the primary time. These advertisers can now entry Amazon Ads premium streaming audiences, which has a median U.S. month-to-month ad-supported attain of 200MM, unlocking new alternatives to succeed in related audiences at scale. Comcast Advertising is partnering with Amazon DSP to execute these media buys.
“TV has always been a performance driver but achieving and proving that performance hasn’t always matched the simplicity of digital. Outcomes+ transforms that reality,” mentioned Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “With AI driven precision and premium quality data, Outcomes+ empowers advertisers to find the right audiences and measure outcomes across the entire funnel—because real impact happens throughout the journey, not only at the last click.”
Outcomes+ by Comcast Advertising is an activation and attribution answer designed to assist native to world advertisers goal audiences from granular to broad, measure influence, and optimize campaigns. The answer is powered by deterministic information from greater than 30 million Comcast households—representing over 100MM authenticated viewers. This scale is additional strengthened by partnerships with premium publishers, distributors, and streaming platforms that reach Comcast Advertising’s attain to greater than 300MM viewers.
New AI-Powered Activation Products
Comcast Advertising is introducing highly effective new AI-driven merchandise that mix Comcast’s deterministic information, privateness‑protected buy insights from main companions, and superior machine studying to remodel the best way advertisers plan and activate campaigns. These merchandise will floor excessive‑worth audiences throughout each stage of the advertising and marketing funnel, giving manufacturers a clearer understanding of the shoppers most crucial to their success. They embrace:
- An AI-powered proposal assistant that permits the creation of extra personalized marketing campaign schedules, serving to advertisers optimize attain, effectivity, and precision from the beginning.
- LENS, a new AI viewers discovery engine that permits purchasers to establish and goal households with no or mild publicity to nationwide TV campaigns, whether or not from their very own model or aggressive manufacturers. This functionality ensures incremental attain and extra strategic allocation of media {dollars}.
- Blockgraph On Demand, which permits advertisers to match their first-party information to Comcast’s information. This self-service platform permits manufacturers to design and activate much more bespoke segments, additional strengthening their viewers methods whereas sustaining stringent privateness requirements.
As a consequence, Comcast Advertising helps entrepreneurs higher measure true incremental attain, display media efficiency, and enhance marketing campaign influence. As an instance, for a current MINI USA marketing campaign, the brand new AI activation merchandise enabled insights derived from nationwide advert publicity to create a extra optimized marketing campaign plan that sequenced addressable messaging between nationwide, regional, and native automotive tiers. The marketing campaign drove vital lifts in consciousness and consideration, together with a 300% enhance in model favorability and a 200% enhance in model suggestion intent. Additionally, taking part sellers noticed a conversion carry of 35% for brand spanking new and used autos.
These new AI-powered merchandise pair with Comcast Advertising’s advert tech arm, FreeWheel, enabling seamless marketing campaign execution throughout the total breadth of advert options from addressable, with exact, household-level focusing on throughout all screens, to linear programmatic, the place advertisers can for the primary time purchase and optimize premium conventional TV stock alongside their digital media spend, with full biddable capabilities enabled via programmatic shopping for platforms.
New Attribution Products
- A important part of Outcomes+ is the power to ship outcomes-based measurement from top-of-the-funnel model metrics to mid- and lower-funnel search and visitation metrics via new and expanded partnerships with Mastercard (aggregated and anonymized spend insights), Sojern, beforehand often called Adara (journey bookings), Clarivoy (auto visits and conversions), DISQO (model, search, visitation, and outcomes measurement), Dynata (model carry research), Fandango (film ticket gross sales), and Polk from S&P Global Mobility (auto transactions), amongst others.
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These partnerships match Comcast’s deterministic TV viewing information with insights from information companions, enabling advertisers to optimize campaigns and show ROAS throughout all screens.
- For occasion, a This fall 2025 evaluation for a main auto model matched verified Polk Signals transaction information with privateness‑protected Comcast advert‑publicity information and discovered that sellers taking part in a coordinated nationwide, regional, and native promoting program noticed a 25% enhance in car buy charges. The outcomes confirmed how totally aligned messaging throughout all ranges drives greater conversion.
- Comcast Advertising purchasers can now simply entry marketing campaign insights in a new dashboard, myResults. Media funding throughout TV, streaming, addressable, and sports activities, paired with attribution demonstrating the influence can be found in a single view—vastly simplifying actionable insights throughout at present’s fragmented ecosystem.
Expanded Access
The activation and attribution options of Outcomes+ drive improved marketing campaign influence due to Comcast Advertising’s direct, scaled entry to unified multiscreen audiences throughout probably the most highly effective publishers in media. This now consists of for the primary time Prime Video for the corporate’s native and SMB prospects.
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Through a new partnership with Amazon Ads, Comcast Advertising’s native and SMB enterprise advertisers will now have entry to Prime Video, delivering programmatic entry to this premium streaming stock.
- The use of Amazon DSP permits Comcast Advertising to execute personalized streaming messages by geographic location, showcasing regional gives, location-specific pricing, or native enterprise info whereas sustaining the size and simplicity of a single nationwide purchase onto Prime Video stock.
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Comcast Advertising’s sturdy premium video stock encompasses main TV publishers comparable to A+E Global Media (A&E HISTORY and Lifetime), NBCUniversal, Paramount, and Warner Bros. Discovery, to FAST apps like Xumo Play and FAST channels from main content material studios together with Lionsgate, to high streaming platforms HBO Max, Peacock, Roku, and now Prime Video.
- This consists of probably the most high-value, culturally related content material, from the MLB, NFL, and World Cup to Super Bowl LXI stock.
“With the launch of Outcomes+, we’re advancing our work to level the playing field,” mentioned James Rooke, President of Comcast Advertising. “For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches. With our access to premium content from the most important players in media—which now includes Amazon, more sophisticated AI-driven activation products powered by Comcast’s data, and our investment in advanced outcome measurement, we’re on a mission to redefine performance TV and deliver the clarity and accountability marketers deserve.”
About Comcast Advertising
Comcast Advertising is the promoting division of Comcast. As a world chief in media, know-how, and promoting, the corporate fosters highly effective connections between manufacturers and their audiences in addition to amongst publishers, distributors, MVPDs, businesses, and different business gamers. Comcast Advertising’s Media Solutions staff offers a streamlined approach for advertisers to construct model relevancy and sustainable enterprise outcomes via multiscreen TV promoting campaigns—powered by the media, information, and know-how property of Comcast. Reaching almost 125 million households – together with each Comcast and non-Comcast households – throughout all 210 DMAs, Comcast Advertising’s Media Solutions delivers seamless, consolidated entry to a big selection of premium video stock and proof of efficiency utilizing its media, information and know-how property. FreeWheel, its media and know-how arm, offers the know-how, information enablement and convergent marketplaces required to make sure patrons and sellers can transact throughout all screens, information sorts and gross sales channels, with a view to guarantee the final word aim – outcomes for entrepreneurs. And, Comcast Advertising’s Universal Ads permits manufacturers of any dimension to seamlessly create, purchase, and measure advertisements throughout premium video instantly from high publishers with no charges. Comcast Advertising, together with NBCUniversal and Sky, is a part of the Comcast Corporation.
