As More Advertisers Seek to Use TV as a Full Funnel Marketing Solution, Comcast Advertising Unveils Several Industry-First, Performance-Based Solutions Across Its Portfolio of Brands
Universal Ads partners with digital marketing pioneer Marpipe to bring dynamic product insertion to streaming TV for the first time.
FreeWheel introduces new attribution tools and an enhanced partnership with
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Television has long been used as an effective centerpiece of advertisers’ media strategies, but in the social media era of ‘last click’ attribution and immediate reporting, TV does not always get the credit it deserves for influencing action and driving sales. A new study from
By introducing enhanced attribution solutions for national to regional advertisers,
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In its continuing work to illustrate the connection between TV campaigns and business outcomes,
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Comcast Advertising ispartnering with Mastercard to increase the accuracy of campaign analysis by analyzing the effect ad campaigns have on geographically aggregated spend. - The fidelity of Comcast’s data, paired with the broad scale and reach of Mastercard’s acceptance allows this Comcast Media Solution offering to be used not only by large national but also regional advertisers.
- With beta testing sales lift across key categories like automotive, retail, home services and furniture, advertisers can be confident their media spend is delivering the most impact, and change up the campaign, if it is not.
- For instance, a recent study of campaigns for five major Home Improvement & Furnishing brands revealed a 3x incremental return on ad spend as well as increases to store traffic, average order value and consumer spend.
- Universal Ads, which enables brands of any size to seamlessly create, buy and measure ads across premium video, is launching a first-of-its- kind partnership with Marpipe, the world's leading platform for catalog advertising, to bring dynamic product ads to connected TV for the first time. This integration enables brands to automatically generate personalized, shoppable ads for streaming from live product catalogs, bringing the performance marketing playbook to the biggest screen in the house.
- "This partnership brings the best of Marpipe’s creative automation to the most exciting frontier in advertising: Connected TV,” says Dan Pantelo, CEO of Marpipe. “Together with Universal Ads, we’re transforming TV from a brand-only channel into a scalable performance engine for ecommerce."
- According to research from Meta and Marpipe, regular Dynamic Product Ads deliver 70% higher return on ad spend (ROAS) compared to standard image or video ads, while enriched product catalogs drive performance more than twice as effectively—insights now featured on our homepage.
Expansion of FreeWheel’s Attribution Capabilities for Advertisers
- Comcast’s FreeWheel, a global technology platform for the television advertising industry, is introducing enhanced partnerships and new tools to improve attribution and advertiser performance measurement across its buying technology.
- The streaming industry has faced unique challenges in delivering the robust outcome measurement that performance-based agencies and advertisers need to unlock the full potential of premium video advertising. To help solve these challenges, FreeWheel introduced the FreeWheel Identity Network, an industry leading identity resolution interoperability solution. Through its buying technology suite’s direct connection with the FreeWheel publisher suite, advertisers have seen over 8x increase in audience match rates compared to other in-market solutions, a key component to accurately measure attribution.
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To build on this strength and further enhance its advertiser attribution capabilities, FreeWheel is announcing a new partnership with
PlaceIQ , a location-based audience targeting and measurement company, to drive better campaign performance and efficiency for advertisers.
As a result of these enhancements, FreeWheel’s buying technology now offers advertisers streamlined in-platform tools for retargeting and attribution:
- Location-based targeting and attribution metrics connecting advertising exposure to physical location foot traffic
- Enhanced reporting logs allowing users to easily analyze campaign insights and performance while protecting user privacy
“FreeWheel’s powerful combination of sophisticated programmatic buy-side capabilities, direct premium streaming supply access, and advanced identity resolution align seamlessly with our Open Intelligence vision—enabling more efficient campaign activation, fewer intermediaries, and a strong commitment to privacy," says
As advertisers try to navigate the burgeoning TV ecosystem,
About
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in
About Universal Ads
Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering unmatched scale. Universal Ads is a part of the
About Mastercard
Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a resilient economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.
About Marpipe
Since the Mad Men era, the process behind making and launching ad creative has remained stubbornly unchanged. The process of guessing and checking, or simply deferring to the opinion of the highest paid person in the room, no longer works in today's competitive digital environment. Marpipe changes the creative workflow from the very beginning by letting brands take their designs and ideas, create and test all the potential creative possibilities within days, and have their audiences determine which creative executions to build out and scale. This new workflow means marketers can reliably achieve better-performing ad creative, while creatives see how to produce and deliver ads they know will work better.
About Precisely
As a global leader in data integrity, Precisely ensures that your data is accurate, consistent, and contextual. The Precisely PlaceIQ programmatic advertising solution allows you to understand real-world audiences and patterns using movement and location data that prioritizes privacy and helps you accomplish your business goals. Over 12,000 organizations in more than 100 countries, including 93 of the Fortune 100, trust Precisely software, data, and data strategy consulting. Learn more at www.precisely.com.
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Emily_miller@comcast.com
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