Comcast Spotlight, the ad sales division of Comcast Cable, and media agency Starcom MediaVest Group have released the latest results of their study in addressable advertising and, based on its success, disclosed plans to launch a second trial this year.
The cable company currently offers zone-based advertising, but its trials with SMG mark a new initiative to deliver different ads within the same commercial break to different households based on demographics and advertiser segments.
The test began in 2006 in Huntsville, Ala., and sought to illustrate the effect of addressable advertising through increased ad relevance and advertiser accountability.
Comcast delivered ads across eight of its cable networks designed to target households based on characteristics specified by advertisers. Advertisers who participated in the study included General Motors, Discover Card, Hallmark, Kraft, Mars and Procter & Gamble.
The results showed that households served targeted ads in commercial breaks were less likely to change channels, tuning away 38% less of the time than homes that received non-addressable advertising.
“Addressable advertising gets us closer to the power of mass personalization by delivering highly relevant brand messages to engaged consumers, and this is the ideal connection in a world of scarce consumer attention,” said Laura Desmond, CEO-the Americas at Starcom MediaVest Group.
“In a world with increased digital resources, converging technologies and greater need for fine-tuned consumer focus, there is no reason not to demand this accountability from TV advertising,” said Betsy Lazar, executive director of advertising at GM. “We believe that this effort by Comcast in partnership with Starcom MediaVest Group is a momentous step toward the future.”
SMG and Comcast plan to launch their second trial in Baltimore in the third quarter.