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Actionable Insights for the Modern Multiscreen TV AdvertiserCOMCAST ADVERTISING REPORT2024Succeeding in a complex and evolving landscape Dear Reader,As we set out to develop our third annual Comcast Advertising Report,one thing became clear:The industry has continued to evolve and become more complex.TV,across traditional and streaming,remains a cornerstone of impactful advertising,and advertisers continue to invest in multiscreen TV advertising in order to reach their audiences at scale.However,reaching engaged audiences and measuring the results of that advertising has become more complicated.Advertisers have known for years now that good creative is no longer enough;today,good data,good media,and good technology are the keys to success,along with simple ways of activating all three.By analyzing data across our vast Comcast Advertising business,including FreeWheel,our advertising technology arm,and Effectv,our advertising sales division,weve uncovered what has been working for advertisers in 2024 and what will help them move the needle in 2025.Read on for actionable insights to help you succeed in todays multiscreen world.James RookePresident,Comcast AdvertisingWelcome The 2024 Comcast Advertising Report 2 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.ContentsHow viewers are viewing How buyers are buying How sellers are selling Driving success in a changing landscapeWhat advertisers are sayingWhats next in 2025 4812161824Contents The 2024 Comcast Advertising Report 3 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.How viewers are viewingHow viewers are viewing The 2024 Comcast Advertising Report 4 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Five things to know about how viewers are viewing01Majority of viewing takes place on the big screenOver 87%of viewers prefer watching streaming content on the TV screen across paid TV,paid streaming,and free streaming.1 And homes with a cable connection still watch over 6 hours of TV per day.2 Research shows that viewers flock to live because its engaging,its current,and its communal.302Viewers have an appetite for live TV93%of consumers have heard of at least one major free streaming service that offers FAST and report liking it for the content and experience.1Top sports typically garner 31%higher visual attention compared to the average program.3Live special events garner 22%longer tune-in time compared to other programs.3 03Viewers are watching FAST for its high-quality contentSimilar to watching live TVReasons viewers watch FAST:129%The content55%spent watching TV per day 6 hrsHow viewers are viewing The 2024 Comcast Advertising Report 5 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.As content fragments across devices and platforms,finding great programming can be difficult.Only 28%of viewers say they can easily search for and find something to watch.463%of U.S.viewers are spending 6 minutes searching for new content,with European audiences spending slightly more time searching.4 04Content discovery is becoming increasingly important for viewersNearly 80%of respondents said that latency,or slow and buffering ads,bothers them moderately or a lot,which can ultimately negatively impact ad and brand perception.5 8%Program quality5.96.3No LatencyLatencyAd breaks without latency can lead to higher ratings of the program,ad,and brand quality:5Ad quality5.66.0 7%Brand quality5.05.4 6%Respondant ratings:Scale 1-7(7 being the best)05Bad ad experiences can harm program enjoymentHow viewers are viewing The 2024 Comcast Advertising Report 6 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.What this means for the modern multiscreen TV advertiser Viewers are seeking entertaining premium video content regardless of where it lives across both traditional TV and streaming.More than ever,advertisers must look to partners that offer direct access to premium inventory across screens with reliable audience data to reach viewers with relevant ads,wherever and whenever they are watching.How viewers are viewing The 2024 Comcast Advertising Report 7 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.How buyers are buyingHow buyers are buying The 2024 Comcast Advertising Report 8 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Five things to know about how buyers are buyingof advertisers consider addressable a must-buy ( 51%compared to 2023)653%Its a must-buyIts a considerationIts not part of our strategies01Buyers are increasingly prioritizing addressable TV advertisingAudience engagement and targeting capabilities are considered one of the most important factors of premium video to buyers.7 This is demonstrated by the significant growth of ad views using audience targeting for streaming campaigns( 39%YOY).903Audience-based buying and targeting is becoming more important for advertisers 80%of buyers consider ad loads when planning premium video campaigns.7Research from the FreeWheel Viewer Experience Lab shows that ad pods of two minutes or less can improve brand impact and ad experience.802Viewer experience is playing a bigger role in planning and buying premium videoYesNoConsider limited ad loads as an aspect of premium video:80 havioralDemoHow buyers are buying The 2024 Comcast Advertising Report 9 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Programmatic ad views have increased in the past year by 15%9 YOY and independent programmatic demand growth has increased by 24%YOY in the U.S.1004Advertisers of all sizes are increasing their use of programmatic56%of advertisers would increase video advertising spend with better measurement,attribution,or optimization capabilities to understand how campaigns performed.705Buyers will spend more on multiscreen TV as transparency of measurement and attribution continues to increaseHow buyers are buying The 2024 Comcast Advertising Report 10 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.What this means for the modern multiscreen TV advertiser As advertisers look for new ways to target audiences,it is more important than ever that they understand the validity of audience data.This means having the confidence to reach precise audiences and then measure that delivery in a privacy-centric way.With tools like addressable TV advertising,buyers can leverage the value of deterministic data to ensure they are reaching consumers across screens,in premium,brand-safe environments.Tools like programmatic will also ensure advertisers are reaching those audiences in the most automated,efficient manner possible.How buyers are buying The 2024 Comcast Advertising Report 11 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.How sellers are sellingHow sellers are selling The 2024 Comcast Advertising Report 12 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Five things to know about how sellers are sellingGrouping consistent ad lengths within individual pods can improve ad sentiment and make breaks feel shorter.8Consistent ad lengthsMixed ad lengthsAverage rating,mixed and consistent ad lengths:8Ad innovative and cutting edge4.14.4 7 quality5.05.2 5%Respondant ratings:Scale 1-7(7 being the best)03Publishers are looking for ways to enhance the ad experience and keep audiences engagedPublishers are utilizing more programmatic tools to expand diversity of advertisers,especially when it comes to live events.9The Paris 2024 Summer Olympics had a record-breaking number of ads and programmatic impressions for a live event.02Publishers have a opportunity to enable programmatic automation for live TV,especially live events Non-programmaticProgrammaticProgrammatic vs.non-programmatic live content:921y%While 9 in 10 digital display ads are transacted programmatically,only 21%of streaming video ads today are programmatic.11,1201Sellers are increasingly enabling streaming inventory to be transacted programmaticallyProgrammaticNon-programmaticof streaming video ads today are programmatic1221%How sellers are selling The 2024 Comcast Advertising Report 13 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Nearly 65%of advertisers cited supply path optimization(SPO)as a priority when asked to rate its importance in the TV ad buying process.1304Publishers offering a more optimal supply path to their inventory are well positioned with buyers05Publishers that offer premium environments are coming out ahead85%of buyers cited that the publisher of the content is important or very important when it comes to buying premium video inventory.7Top priorityPriorityLow priorityNot a priorityof advertisers consider SPO a priority65%of buyers consider content important85%Important/very imporatntNot at allHow viewers are viewing The 2024 Comcast Advertising Report 14 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.What this means for the modern multiscreen TV advertiser Buyers have an insatiable appetite for streaming inventory,and they are increasingly buying it programmatically.Buyers should acquire content as close to the source as possible to ensure it is delivered efficiently and as intended.In addition,priority should be given to suppliers that commit to a high-quality ad viewing experience.Taking these steps will give advertisers more visibility into where and how their ads are delivered.How sellers are selling The 2024 Comcast Advertising Report 15 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Driving success in achanging landscapeDriving success in a changing landscape The 2024 Comcast Advertising Report 16 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Data,media,and technology Opportunities abound for viewers,buyers,and sellers alike,but only with the right tools in place.Gone are the days of single-channel,manual planning,as fragmentation demands more sophisticated solutions.In todays complex market,media success lies at the intersection of good data,good media,and good technology.But what does “good”look like?Each has its unique requirements,but all three are supported by a foundation of transparency.Deterministic:Based on authenticated information linked to an individual consumer or household such as physical address.Sizable:Consists of high match rates and ability to connect consumers across devices.Privacy-centric:Adheres to evolving privacy regulations and respecting the preferences of households that opt out.Timely:Regularly refreshed and validated against other data sources.Transparent:Disclosure of data origination,recency,integrations,and modeling techniques.Brand-safe:Decreases the chance of advertisers having their ads placed next to unsavory content.Fraud-free:Ensures that impressions are viewed by real,legitimate viewers.High-quality:Maintains standards for the production and delivery of ad impressions across platforms including relevant creative and optimal ad loads.Editorial/narrative:Fulfills the viewers desire for full immersion in the content,regardless of length.This will ensure they are engaged and paying attention.Transparent:Clear visibility into where their impressions will run and detailed reporting after the campaign is delivered.Direct:Connects buyers and sellers in the most efficient way possible.Global:Has established global strategy with ongoing innovation that can support unified business needs globally and adapt to unique local market needs.Interoperable:Able to integrate with other platforms and across transaction types to make supply as interchangeable as possible.Secure:Strict technical controls in place to ensure data is maintained in a safe way and there is no data leakage.Transparent:User control and oversight into campaigns,tracking,and associated costs.What is good data?What is good media?What is good technology?Driving success in a changing landscape The 2024 Comcast Advertising Report 17 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.What advertisers are sayingWhat advertisers are saying The 2024 Comcast Advertising Report 18 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Expected share of 2025 ad spend by media types/channels compared to 2024:Over two in five advertisers say they will increase their share of streaming spend in 2025.1401Advertisers are planning to increase spend across key channels like traditional,streaming,FAST,and addressable TVStreaming video advertising43T%3dressable TV/video advertising34X%8%Free ad-supported streaming TV(FAST)32X%Traditional TV20T&%Increase spendingMaintain spendingDecrease spendingWhat advertisers are saying The 2024 Comcast Advertising Report 19 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Factors advertisers consider important when planning video advertising campaigns:82%of advertisers ranked targeting capabilities as important or very important.1402Advertisers rank brand safety,targeting capabilities,and content as the most important factors when planning video campaigns Brand safety436%Targeting capabilities42%The content where ads run37A%Overall viewer experience32Dficiency of bids278%Very importantImportantModerately importantWhat advertisers are saying The 2024 Comcast Advertising Report 20 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Delivering specific reach and frequency goals28(0%Overall ROAS27!v%Attributed conversions26$slivering overall GRP impressions goals18!&f%Rank 1Rank 2Rank 3Most important factors for measuring success of video advertising campaigns:Over 50%of advertisers rank delivering specific reach and frequency as their first or second most important factor for measuring success.1403Advertisers are split among how to measure success,but delivering reach and frequency goals ranks highest What advertisers are saying The 2024 Comcast Advertising Report 21 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Biggest challenges when maximizing TV/video advertising reach:Nearly half of advertisers said scale was their biggest challenge,while two in five stated the cost to add incremental viewers.14 04Advertisers cite scale within their target audience as the biggest challenge when maximizing reach47%Scale within target audience segments39%Controlling frequency when adding incremental reach32%Siloed reporting between platforms41%Cost to add incremental viewers35%Inability to effectively reach light TV viewers/cord cutters26%Inventory challenges when buying programmaticallyWhat advertisers are saying The 2024 Comcast Advertising Report 22 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Over two-thirds of advertisers are actively using first-party data and contextual advertising solutions,while two in five plan to start using cohort/predictive solutions in the next 12 months.14Identity solutions currently/planning to use for media campaigns:69!%9%First-party data67%Contextual advertising56!#%Traditional identifiers48%IP addresses40(2%Zero-party data3901%Identity graphs37#%Cohort solutions35B#%Predictive solutions356)%Universal IDsAlready usingPlan to begin using in the next 12 monthsNo plans to use05Advertisers are looking to implement additional solutions to solve for identity challengesWhat advertisers are saying The 2024 Comcast Advertising Report 23 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Whats next in 2025Whats next in 2025 The 2024 Comcast Advertising Report 24 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Live events like sports will shape the streaming landscapeAdvertisers will continue to flock to live TV,where viewers are engaged and sharing cultural moments together.But the shift to streaming will no doubt continue as demonstrated this year by record-breaking streaming of the Olympics and big-ticket events like NFL games.The real key to the growth,and success,of advertising for live TV events,especially on streaming,is programmatic activation.In the next 12 months,there will likely be increased investment in technology needed to successfully activate programmatic ad insertion in live events on streaming.Streaming viewers will expect better experiencesTodays streaming viewer is savvy and has little patience for negative experiences in both finding and watching content.New viewing choices make customer churn a real threat for even the most successful streaming providers.Its therefore crucial that the industry works to improve the current content discovery process by making it easier to find,watch,and share.Meanwhile,as more platforms adopt ad-supported models,providing great advertising experiences will be important lest their viewers leave them for a less disruptive competitor.Simple predictions on complex topicsAdvertisers will turn to providers with simple solutions and proof of performanceMarketers and their agencies are under increasing pressure to prove the impact of their media and validate their investments.And,as advertising becomes even more complex and crowded,they are looking for simple,straightforward,and transparent ways to do this.In 2025,advertisers will look to work with fewer,more strategic and trusted partners that can offer easier ways of connecting them topublishers as well as tangible and timely results.Whats next in 2025 The 2024 Comcast Advertising Report 25 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.Addressable will continue to grow and matureFor years,addressable TV advertising was considered a tactic for brands that either had precise target audiences or those that had the budget to allow for experimentation with different methods.Today,this is no longer the case as addressable TV has grown exponentially and its scale and technology have advanced the medium to be a must-have strategy for many advertisers,regardless of size,budget,or vertical.Addressable is an extremely valuable tool for both national and local advertisers to drive incremental reach and maximize exposure,across traditional and streaming.As addressable matures,it will play an even bigger role in the Upfronts,leading to increased adoption among advertisers looking for accuracy,accountability,and unification across screens.Advertisers will look to multiscreen TV as a full-funnel performance engineTraditional TV has always been known for its ability to reach mass audiences and drive brand awareness.Once digital advertising burst onto the scene,advertisers leaned into it to help drive lower-funnel metrics like actual purchases.With TVs evolution and its expansion across screens,devices,and platforms,there has been a real shift in how advertisers are harnessing it to drive results throughout the full marketing funnel.The main driver of this is the rich data that is now available to inform things like targeting,audience behaviors,viewership,measurement,etc.,to better structure ad campaigns.Advertisers looking to deploy effective performance marketing will increasingly look to harness the power of multiscreen TV to drive awareness,consideration,and ultimately action.Simple predictions on complex topicsWhats next in 2025 The 2024 Comcast Advertising Report 26 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.1.Comcast Advertising study in partnership with Cint.Q4 2023,consumer survey responses,N=1700.2.Effectv,Multiscreen TV Advertising report,1H 2024.3.FreeWheel,Its Only Live Once:How Advertisers Can Capture Audiences in the Moment,June 2024.4.Comcast Advertising,Content Discovery in a Multiscreen TV World:Surfing and Scrolling in a Sea of Content report,2024.5.FreeWheel Viewer Experience Lab,Improving the Quality of Ad Experiences,May 2024.6.Advertiser Perceptions Study Commissioned by Go Addressable,August 2024.7.Comcast Advertising,What is Premium Video?Redefining What it Means to Be Premium in Advertising report,2023.8.FreeWheel Viewer Experience Lab,Designing a Better Ad Pod report,January 2024.9.FreeWheel,Video Marketplace Report:The Expansion of Streaming,1H 2024.10.FreeWheel,State of Programmatic Independent Demand report,2024.11.eMarketer,Programmatic Ad Spending Forecast H1 2024.12.FreeWheel,Updating the Programmatic Playbook report,2024.13.Advertiser Perceptions Survey Commissioned by FreeWheel,2023.14.Advertiser Perceptions Study Commissioned by Comcast Advertising,July 2024.SourcingThe 2024 Comcast Advertising Report 27 2024 Comcast.All rights reserved.Comcast confidential and proprietary information.

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