Comcast Advertising Unveils New Ad Outcomes Tool

Comcast Advertising has announced the release of Outcomes+, a new targeting and attribution tool for advertisers using its premium TV and streaming inventory.

Comcast is the parent of NBCUniversal and Sky. Its advertising division includes an ad sales unit helping clients to connect with their audiences across screens using advanced targeting and campaign measurement; as well as media and tech arm FreeWheel.

Outcomes+ is powered by deterministic data from more than 30 million Comcast households, representing more than 100 million authenticated viewers, and the firm says partnerships with premium publishers, distributors and streaming platforms extend its reach to more than 300 million viewers.

Features include an AI-powered proposal assistant that enables the creation of more customized campaign schedules; a new AI audience discovery engine called LENS, allowing clients to identify and target households with no or light exposure to national TV campaigns, whether from their own brand or competitive brands; and Blockgraph On Demand, which allows advertisers to match their first-party data to Comcast's data and design more bespoke segments.

The product's outcomes-based measurement, ranging from top-of-the-funnel brand metrics to mid- and lower-funnel search and visitation metrics, is strengthened by new and expanded partnerships with firms including Mastercard, providing aggregated and anonymized spend insights; Adara / Sojern for travel bookings; DISQO for brand, search, visitation, and outcomes measurement; Dynata for brand lift studies; Fandango for movie ticket sales; and Polk for auto transactions. Campaign insights appear in a new dashboard, myResults, which puts media investment across TV, streaming, addressable and sports, alongside attribution demonstrating the corresponding impact.

Dawn Lee Williamson (pictured), the division's Chief Revenue Officer, Media Solutions, comments: '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.' James Rooke, President of Comcast Advertising, says the launch 'levels the playing field.' He comments: 'For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches... we're on a mission to redefine performance TV and deliver the clarity and accountability marketers deserve.'

Web site: www.comcastadvertising.com .