Comcast this week rebranded Comcast Spotlight, the advertising sales division of Comcast Cable, as Effectv (e-FEC-tiv). Comcast says the rebranding emphasizes the commitment to delivering measurable results.
According to Comcast, the unit had an evolution, over the past year, with the rollout of new data-driven TV advertising strategies, targeting and attribution products, cross-screen capabilities, and a self-service buying platform for advertisers.
“Our new name, Effectv, reflects our commitment to drive better performance for our advertising clients,” said Marcien Jenckes, President, Comcast Advertising. “By applying data to television advertising in new ways, across all screens, and making it easier to buy than ever before, we’re transforming TV advertising. We combine the targeting and measurement of digital, with the reach and impact of television – an unbeatable combination.”
As part of the rebrand, Comcast also announced the launch of two new products:
Audience Intelligence
Audience Intelligence enables advertisers to plan and run data-informed linear TV schedules.
Addressable Full Avails
Addressable Full Availis is a linear TV product that enables advertisers to target custom audience segments at the household level.