Comcast Advertising Study Highlights TV and Streaming's Impact on Ad Performance
· 2h ago · Originally reported by MarTech Series
Comcast Advertising has published its Multiscreen Performance Report, analyzing how TV and streaming campaigns influence consumer attention, reach, and actions. The research suggests that combining TV and streaming can double incremental return on ad spend compared to single-channel efforts.
Why it matters
Understanding how different media channels work together helps advertisers optimize their budgets and strategies for better results.
Explain it like I’m new here
It's like using both a flashlight and a lantern to light up a room—you see more than with just one.
Read the original at MarTech Series
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
ROAS (return on ad spend)
ROAS (return on ad spend) is the revenue generated by advertising divided by the money spent on that advertising, usually shown as a ratio like 4:1 or 400%.
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