Comcast Advertising has launched a programmatic linear TV solution. This lets advertisers buy traditional TV inventory through FreeWheel’s Buyer Cloud. Linear TV ads are now available for the first time in a targetable, biddable format. This is happening within a Programmatic Private Marketplace (PMP). Media buyers can easily combine linear TV purchases with digital media campaigns. This new offering boosts campaign flexibility, targeting precision, and reach. It helps create a unified media buying experience across linear and digital channels. The first campaign promoted the movie Stitch Head.
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It demonstrated this approach’s effectiveness by boosting reach. It also optimized media buys using connected TV (CTV) and biddable linear TV. Key features of the solution include biddable and targetable linear inventory, offering buyers the ability to bid based on audience segments similar to digital campaigns; increased choice and control over inventory access and audience targeting; and the potential for improved campaign performance, with studies indicating a 15% lift in purchase intent when TV is added to digital campaigns. With over 11 billion impressions available monthly on premium linear inventory, this initiative opens new opportunities for advertisers to reach audiences through programmatic buying platforms.
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