INDUSTRY MARKET

New Report from Comcast Advertising Finds Optimal Balance for TV and Streaming Advertising, Including Significant Portion Dedicated to Streaming

Comcast Advertising released a new, cross-industry | June 13, 2022

New Report from Comcast Advertising Finds
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

Spotlight

2018 was a cracking year for the music industry for all kinds of reasons, but particularly the continuing, streaming-driven growth for recorded-music. The IFPI may not publish its Global Music Report until April, but all the data we’ve seen from individual countries points to another year of healthy growth. That’s reflected in a confidence and optimism within the industry that feels very different from the 15-year period


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TECHNOLOGIES,MEDIA AND BROADCASTING

Eagle Eye Networks Introduces ‘Smart Video Search’

Eagle Eye Networks | July 15, 2022

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BUSINESS

Blizzard Entertainment Acquires Boston-Based Studio Proletariat to Expand Development Pipeline for World of Warcraft ®

Blizzard Entertainment | July 06, 2022

Blizzard Entertainment closed the acquisition of Boston-based studio Proletariat to better serve players in the award-winning massive multiplayer online role-playing game World of Warcraft®."Over the next two years we plan to hire hundreds of the best developers to serve the needs of our World of Warcraft players. The extraordinary team at Proletariat will be a key component of our talent acquisition efforts,” said Bobby Kotick, Chief Executive Officer of Activision Blizzard. “We are putting players at the forefront of everything we do, and we are working hard to both meet and exceed their expectations, A critical part of taking care of players is taking care of our teams—making sure we have the resources to produce experiences our communities will love while giving our teams space to explore even more creative opportunities within their projects. Proletariat is a perfect fit for supporting Blizzard’s mission in bringing high-quality content to our players more often.” -Mike Ybarra, president of Blizzard Entertainment We are incredibly excited to be joining Blizzard Entertainment,” said Proletariat co-founder and CEO, Seth Sivak. “Our team has always strived to put players first, and in working with the World of Warcraft team, we have learned that we are completely aligned in our commitments to innovation, quality, investing in our talent, authentic communication, and representation—both in and out of the games we make. World of Warcraft is one of the most influential games ever made and we can’t wait to be a part of that legacy and to help build an even brighter future for Azeroth. We are proud to be working with Proletariat as we further expand our development team and build towards welcoming more players into the Warcraft universe, said John Hight, general manager of the Warcraft franchise. We’ve been listening to our community and making great changes to World of Warcraft based on their feedback—bringing the talented Proletariat team into the fold allows us to explore even more ways we can surprise and delight players who call Azeroth home. Proletariat was founded in 2012 by industry veterans from Insomniac, Harmonix, and Turbine. The team has deep experience building MMORPGs and includes, among others, former lead designers of Asheron’s Call, Lord of the Rings Online, and Dungeons & Dragons Online. At Proletariat, the team has operated live games for nearly a decade, having most recently released the critically-acclaimed cross-platform action-spellcasting battle royale game, Spellbreak. The studio has a strong presence in Boston. Proletariat began working with the World of Warcraft development team in May and will be fully integrated into Blizzard Entertainment over the coming months. The addition of Proletariat is another exciting step in Blizzard Entertainment’s mission to support their talented teams creatively and culturally while building AAA gaming experiences across their iconic franchises. About Blizzard Entertainment, Inc. Best known for blockbuster hits, including World of Warcraft®, Hearthstone®, Overwatch, the Warcraft®, StarCraft®, and Diablo® franchises, and the multifranchise Heroes of the Storm®, Blizzard Entertainment, Inc. (https://www.blizzard.com), a division of Activision Blizzard (Nasdaq: ATVI), is a premier developer and publisher of entertainment software renowned for creating some of the industry's most critically acclaimed games. Blizzard Entertainment's track record includes twenty-three #1 games* and multiple Game of the Year awards. The company's online gaming platform, Battle.net®, serves tens of millions of active Blizzard players. About Proletariat, Inc. Founded in 2012 in Boston, MA, by a group of game-industry veterans from Harmonix, Turbine, and Insomniac, Proletariat is an award-winning independent game developer with the mission to create games that change the way communities play together. The starting team of five engineers and artists has grown to 90+ developers from diverse backgrounds and tackled some of gaming’s most challenging problems. The studio's first major title, World Zombination, debuted in early 2015 as a coveted "Editor's Choice" on the iOS App Store. Attracting millions of players worldwide, it went on to be named to Apple's "Best of 2015" list and developed a reputation for bringing quality and depth to the mobile MMO landscape.In 2021, Proletariat launched Spellbreak, the first game to have full cross-platform compatibility across PC and all major consoles at release. It went on to be enjoyed by over 10 million players across the world.

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Revolutionary Metaverse Launch from UFO Gaming

UFO Gaming | August 22, 2022

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ProScreenCast Launches 4K 60Hz HDR Screen Casting Adaptor

ProScreenCast | July 05, 2022

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Spotlight

2018 was a cracking year for the music industry for all kinds of reasons, but particularly the continuing, streaming-driven growth for recorded-music. The IFPI may not publish its Global Music Report until April, but all the data we’ve seen from individual countries points to another year of healthy growth. That’s reflected in a confidence and optimism within the industry that feels very different from the 15-year period

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