Comcast launches addressable advertising initiative

Marcien Jenckes, president of advertising at Comcast Cable

Comcast Advertising, the advertising arm of Comcast Cable has announced the launch of a new initiative called On Addressability.

The broad goal of this initiative is to help the industry deliver a sound, scalable and sustainable addressable solution to marketers that maximises the impact and value of television as a marketing platform. Charter Communications and Cox Media, Cox Communications’ ad division, have joined Comcast Advertising in this effort.

“TV is a tremendous, resilient medium with unparalleled reach and engagement, but data has changed the way that marketers use media. Historically, TV has lagged digital in this area, and this must change,” said Marcien Jenckes, president of Advertising at Comcast Cable.

“Our industry needs to find a way to fully participate in, and lead, the data-driven future of advertising as only TV can. We’re fully committed to making this happen. That’s the impetus behind the On Addressability initiative.”

David Kline, EVP of Charter Communications and president of Spectrum Reach said: “Advertisers want to use television as a full-funnel solution that marries the best of traditional television, with increased data-driven capabilities for targeting and measurement.

“We look forward to working with Comcast, and the rest of the industry, to establish best-in-class practices that learn from digital media, yet maintain the security and brand.”