Comcast Advertising makes traditional TV biddable for the first time

Comcast Advertising, the advertising division of Comcast, announced a step change for the advertising industry: agencies and brands can buy targetable, biddable ads on linear TV for the first time.

This means media buyers now have seamless access to traditional TV inventory within the Programmatic Private Marketplace (PMP), enabling them to bid and target on linear TV right alongside digital inventory, ushering in a new era of unified media buying powered by FreeWheel. Post beta phase, which is currently underway with Comcast’s inventory, FreeWheel publisher clients will be able to enable their inventory, giving advertisers even greater campaign flexibility, targeting, and reach.

James Rooke, President, Comcast Advertising: ''One of the key pillars the advertising industry needs to deliver is simplicity for the marketer, and introducing biddable ads on traditional TV is a major step toward that goal, bringing ease, efficiency, and scale to programmatic campaign delivery. Buyers no longer need to patch together media plans. Now there’s a seamless way to buy, target, and optimize traditional TV alongside streaming media to hit what’s at the heart of advertising: reaching customers and driving outcomes.''

Dentsu worked with Comcast Advertising and Rabbits Black to promote the movie Stitch Head, on behalf of Briarcliff Entertainment, utilizing a PMP campaign that includes CTV, and, for the first time in advertising history, biddable linear. This first-to-market collaboration unlocks the largest opportunity yet to complement CTV with incremental reach into linear households in a programmatic buying platform, made possible by dentsu’s Modern Video and proprietary data and identity solutions, integrated with FreeWheel’s Buyer Cloud.

Kevin Weigand, VP, Partnerships – Video and Audio Lead, dentsu: ''We’re proud to partner with Comcast Advertising to open up traditional TV to a new generation of buyers, giving brands unprecedented access to premium audiences. Through the promotion of the movie, Stitch Head, opening in theaters on October 29, in partnership with Rabbits Black and on behalf of Briarcliff Entertainment, we delivered true incremental reach via our scaled Modern Video approach, demonstrating the power of unified, audience-based buying across linear and digital channels for our clients.''

www.comcastadvertising.com

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