- Comcast is beta testing a strategy to make its traditional linear TV promoting inventory available through a programmatic marketplace, per an organization announcement.
- In what Comcast is looking a primary for linear TV, media buyers will give you the chance to bid and goal each digital and linear inventory through the Programmatic Private Marketplace (PMP) using Comcast’s FreeWheel ad technology platform.
- A current beta phase with Dentsu is underway using Comcast’s inventory. After that phase, Comcast will enable other FreeWheel publisher clients to make their inventory available as well.
By offering advertisers its linear TV offerings through a programmatic channel, Comcast is seeking to simplify media by enabling buyers to succeed in their audiences through a single, unified workflow. The news points to the growing complexity of the media landscape as connected TV and other digital channels gain viewers but often require standalone media buys, limiting advertisers’ reach and skill to optimize. Comcast’s latest solution is an attempt to handle this complexity.
“Buyers now not have to patch together media plans,” said James Rooke, Comcast’s president of promoting, in an announcement, of the cross-channel solution.
The solution also attempts to handle a standard grievance of advertisers that CTV buys don’t have a big enough reach. Complementing those buys with linear TV could provide incremental reach.
While other providers have made linear TV inventory available programmatically, those systems executed totally on a spot basis, slightly than through a conventional PMP. As Rooke explained to Ad Exchanger, those systems operated “more like a futures market,” and didn’t have programmatic’s real-time bidding capabilities.
In addition, Comcast’s offering will likely be more targetable for buyers, giving them the power to bid based off of the segments they’re buying for digital. Buyers can even give you the chance to set their preferences on how they wish to access inventory and audiences, including through managed IO, PMP or PG deals, and they’ll give you the chance to buy linear and digital TV inventory together.
As proof of concept, Dentsu, working with Rabbits Black, recently used a PMP to buy each connected TV and linear TV from Comcast’s inventory to advertise Briarcliff Entertainment’s animated movie “Stitch Head,” which is opening in theaters on Oct. 29.
The campaign “delivered true incremental reach,” and “demonstrat[ed] the facility of unified audience-based buying across linear and digital channels,” in accordance with Kevin Weigand, Dentsu’s vice chairman, partnerships, video and audio lead, in an announcement.
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