Comcast Advertising released a new, cross-industry | June 13, 2022
Comcast Advertising released a new, cross-industry report titled “The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser.” Relying on proprietary data, the report provides a unique view into the current landscape from the perspective of viewers, buyers and then sellers – culminating in a specific and fact-based recommendation for the optimal balance of TV and streaming advertising.Comcast Advertising, the advertising division of Comcast Cable, is comprised of Effectv, its advertising sales division, and FreeWheel, its media and technology arm. Both parts of the business contributed to the extensive findings in the report, providing a broad perspective for readers.
“The TV advertising landscape is incredibly complex now, and there are more players in the space than ever, While most reports focus on a single view of this complexity, Comcast Advertising is in a unique position to see it from all angles – how viewers are viewing, buyers are buying, and sellers are selling. With this perspective, we are able to truly see what works and what doesn’t in today’s landscape, and provide fact-based insights and predictions about how advertisers can optimize their spend.”
-Marcien Jenckes, Managing Director, Comcast Advertising.
Below are some of the key findings included in the report’s inaugural edition:
Viewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live
Viewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2H20 to 2H21
Audience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms
Programmatic ad views have grown 80% year over year, as advertisers see programmatic buying as a way to reach specific audiences more efficiently. There was also an increase in programmatic campaigns bought on a guaranteed basis.
As sellers move to programmatic models, they are working with an average of 13 different programmatic partners – and up to 30 in total
Following its focus on the latest trends for viewers, buyers and sellers, the report delves into an actionable “formula for success” for modern advertisers. Based on a study of more than 20,000 campaigns, Comcast Advertising recommends that advertisers allocate 20-30% of their TV budget towards streaming advertising, and the rest to traditional TV.
“For years, advertisers have been asking us how to best balance investments across traditional TV and streaming platforms in order to enhance campaign performance, Advertisers shouldn’t be making a guess or ‘going with their gut’ on this; rather, they should focus on the data. By looking at tens of thousands of campaigns across verticals and across budget amounts, the data is quite clear – TV should still act as the foundation for most advertisers, but reach is highest when 20-30% of the budget is allocated to streaming.”
-James Rooke, General Manager, Effectv.
The report concludes with a look at predictions for the years ahead. Included among these predictions is what’s next for streaming, the importance of first-party data, the shift to audience-based buying, the scaling of addressable advertising and the growth of programmatic.
“This has been an incredible year for TV advertising’s progress and innovation, and this is clearly evident in the discussions we’ve having every day,” said Mark McKee, General Manager, FreeWheel. “From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It’s critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that.”
Click here to view the full report.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides 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. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more
MEDIA AND BROADCASTING
Atmosphere | July 12, 2022
Atmosphere (www.atmosphere.tv), the worldwide leader in streaming TV entertainment for businesses, announced the launch of Atmosphere Entertainment, a new channel dedicated to the latest in entertainment news across the worlds of celebrities, movies, fashion and more.The channel is the third entry into the news space from Atmosphere after the launches of Atmosphere News in October 2021 and Atmosphere Sports in March 2022. Atmosphere Entertainment replicates the innovative text-based, audio-optional design of the two channels with a mix of the latest news, updates and up-to-the-minute coverage around significant entertainment events including the Oscars, the Grammys, the Met Gala, and more.
News and Sports have become major areas of growth for the company. Led by NBC News veteran Micah Grimes, the Atmosphere News team has quadrupled in staff size since summer 2021. Atmosphere Entertainment is the latest addition in the company’s efforts to build a premium alternative to pricey cable packages, with additional channels planned for later in the year.
Our informational, non-talking heads approach to news has struck a chord with venues, said Micah Grimes, Atmosphere’s VP of News & Sports. We’ve seen massive audience growth with Atmosphere News and Atmosphere Sports, with the latter quickly becoming the fastest-growing channel in the history of Atmosphere. We expect to see another positive response with Atmosphere Entertainment.
“Venues are increasingly finding that they do not need an expensive cable subscription to keep their customers engaged with their businesses,Whether it’s a nail salon, a spa, even a bar, Atmosphere Entertainment will help business owners both save money and create a stronger relationship with their customers than cable ever could."
-Leo Resig, Atmosphere's CEO and Co-Founder
Atmosphere is now available in over 30,000 venues worldwide. Optimized for viewing in public spaces, Atmosphere’s free ad-supported streaming platform features engaging content that encompasses viral video compilations, extreme sports, lifestyle, art, ambient nature, news and entertainment, reaching more than 35 million unique visitors per month. The company was also just named to this year’s Fast Company’s Most Innovative Companies list.
Atmosphere is the leading streaming TV platform for businesses, offering more than 60 original and partner TV channels. The platform, which was named on Fast Company’s 2022 Most Innovative Companies list, has been built from the ground up with proprietary content, technology and data to deliver unparalleled experiences for businesses and advertisers. For more information, visit www.atmosphere.tv.
Mythical Games | June 20, 2022
Next-generation blockchain gaming studio Mythical Games has announced a partnership with Kakao Games, South Korea’s leading publisher of online and mobile games. Moving forward, Mythical will integrate and support the BORANETWORK – an affiliate of Kakao Games and its proprietary blockchain and layer 2 ecosystem – as both entities continue their expansion in Asia.Mythical Games’ Web3 ecosystem allows players, creators, and artists to enjoy a frictionless gaming experience through ownership of a digital game collection. Earlier this month, Mythical announced a first-of-its kind partnership with the NFL to release the league’s first blockchain-based game. Its flagship game, Blankos Block Party, recently partnered with fashion brand Burberry and electronic music artist Deadmau5.
In addition to the integration, Mythical will be joining BORA’s node validator and governance committee, a major milestone for both parties as they continue to expand to global markets.
"We are thrilled to be joining the BORA node validator and governance committee. We see BORA not only as a next-generation blockchain, but also as a leader in bringing entertainment to Web3 in Korea – giving them a unique edge that no other protocol has. With Mythical's expansion into Seoul earlier this year, we are keen to strategically align with leaders in the region.”
-Rudy Koch, Co-Founder at Mythical Games
BORANETWORK CBO Young-joon Lim said, We're thrilled to be working with Mythical Games and welcome their onboarding on BORA. Mythical Games is a pioneer and visionary in Web3 building 'play and own' game economies," and added, “We will explore cross-promotion opportunities and potential collaborations in order to create synergy between each platform.
About Mythical Games
Acknowledged by Forbes’ Disruptive Technology Companies To Watch in 2019 and Fast Company’s World Changing Ideas 2021, Mythical is a next-generation games technology company creating a Web3 gaming ecosystem by leveraging blockchain technology and playable NFTs for tools that enable players, creators, artists, brands, and game developers to become stakeholders and owners in new “play and own” game economies.
Led by gaming industry veterans, the team specializes in building games around player-owned economies and has helped develop major franchises including Call of Duty, World of Warcraft, Guitar Hero, DJ Hero, Marvel Strike Force, and Skylanders.
Mythical Platform protects gamers that may be new to blockchain through a custodial wallet for their digital items, while allowing advanced players the freedom to link their own wallets via bridges between the Mythical Chain and public mainnets. With its “gamers-first” focus, the Mythical Platform ensures players don’t need to dive into the intricacies of blockchain to enjoy ownership of their digital collections and have a great game experience.
About Kakao Games
Kakao Games is a leading publisher of online and mobile games. Founded in 2016, it is responsible for publishing a variety of games, including Krafton's PlayerUnknown's Battlegrounds (available in Korea), Kong Studios' Guardian Tales (available in Korea, North America, Europe, Latin America, and Oceania), XL Games’ Moonlight Sculptor (available in Korea, North America, Europe, and Taiwan), and its newest addition, Lion Heart Studio's ‘Odin: Valhalla Rising’ (available in Korea and Taiwan). Kakao Games is expanding its business to the blockchain market and Web3 gaming ecosystem.
METABORA is an affiliate of Kakao Games and the parent company of BORANETWORK focused on game development and blockchain-based gaming ecosystems. Its portfolio includes mobile games such as ‘Friends Popcorn,’ ‘Friends Town,’ and ‘Friends Shot’ based on Kakao Friends intellectual property (IP). METABORA is expanding its platform beyond traditional gaming to focus on the development of blockchain technology and the Metaverse.
Metarix | May 21, 2022
Metarix, a project that aims to revolutionize the virtual world and provide an interesting and satisfying experience to a huge number of people announces its diamond partnership with one of the most trusted launchpad platforms Tenset.Metarix, a project that aims to revolutionize the virtual world and provide an interesting and satisfying experience to a huge number of people announces its diamond partnership with one of the most trusted launchpad platforms Tenset.The Metarix is a smart contract platform built on its own Layer 2 Blockchain experienced (but not limited to) in its Metaverse. The project is in its early stages of building, currently building its blockchain, followed by metaverse, DEX, NFT marketplace, SDK service, WEB3.0 platform, P2E game, and the other stage 1 production attractions and experiences.
The tech industry and financial world are merging into one and it’s happening on the only platform that is sustainable throughout political affiliation, inflation, gender, race, creed, etc.- the blockchain. Throughout the countries of the world, everyone from everywhere is feeling the shakings of uncertainty and instability. Financially speaking, a lot of people are hedging against inflation and even their own local currency for something that is deflationary and has the potential to increase in value over time solely relying on supply and demand to determine market value. It is estimated that only 4% of the world’s population is using cryptocurrency at this moment.
Years ago, game developers toyed with the ideas of an open-world concept game, where there was a freedom to roam and interact as the player saw fit. For the first time, there was a bit of freedom in gameplay that attracted millions to that niche of gaming. From RPGs, MMORPGs, GTA’s, etc., the hunger for freedom in the digital world had manifested to a point of creation. That passion for free gameplay, the desire to create beyond the limits of humanity, and the dream of financial freedom and economic stability had a baby- it is called The Metarix. The Metarix is a metaverse built on the foundation of its own Layer 2 Blockchain called the Metarix Chain. The currency of this token and metaverse is MTRX.
Diamond Partnership with Tenset
Metarix has managed to land a diamond partnership with tenset which is one of the most trusted launchpad platforms. They are launching a presale in partnership with Tenset and few of their products will be launched soon. Metarix is one of the best projects in recent times for being innovative in building a complete decentralized ecosystem for Gaming, NFT's and Metaverse.
The Metarix offers a platform that allows other crypto programs, games, NFTs, and decentralized exchanges (DEXs) to run inside or outside its metaverse. But inside, you’ll see islands, properties for sale, houses, beaches, mountains, businesses, attractions, mini-games, concert halls, arcades, shops, NFT marketplace, banks, and software development kits that will be the game development center to help the average joe design his own iteration of the 90’s arcade game he was addicted to, or the teen creating his own viral NFT. Metarix has truly put the power to design and create wealth as the user chooses. Metarix has an NFT marketplace to support the games, music, and NFTs created with the SDKs, as well as a DEX to support the cryptos created via the new games and the games hosted in the Metarix Metaverse. This ecosystem is governed by the MTRX (Metarix Token), which is in Presale starting May 20th. Expect the token launch to happen after all presale events and IEOs.
This is a project to keep an eye on. The road map is very ambitious, and the project has a proven development team that can get it done at a high level. Users can connect to the presale page and invest or watch the development unfold before their eyes. Metarix’s website is metarix.network. All inquiries can be made to email@example.com.
METARIX is a decentralized metaverse built on its own layer 2 solution blockchain. Filled with an ecosystem of P2E gaming, functional NFTs, web3 commerce, business endeavors, virtual real estate, concerts, live venues, content creation services & more. The governance METARIX token will be available via PRESALE starting 5/20/2022.