Comcast tempts DTC brands away from paid social due to rising costs and brand safety issues
Briefly

from Digiday1 month ago
"What we're trying to do is unlock that [latent] demand and create a front door into the premium video category," said Comcast president James Rooke, who spoke with Digiday from CES, where the platform was unveiled.
Digidayhttps://digiday.com/marketing/comcast-tempts-dtc-brands-away-from-paid-social-due-to-rising-costs-and-brand-safety-issues/
According to a survey of 250 non-TV performance advertisers Comcast conducted last year, 50% said they'd detected worse returns on their paid social spend, while 89% said they'd be willing to try TV.
Digidayhttps://digiday.com/marketing/comcast-tempts-dtc-brands-away-from-paid-social-due-to-rising-costs-and-brand-safety-issues/
The platform includes a marketing API that Rooke said will bring DTC and small-business marketers the measurement and attribution for TV and CTV ads they're used to getting for social.
Digidayhttps://digiday.com/marketing/comcast-tempts-dtc-brands-away-from-paid-social-due-to-rising-costs-and-brand-safety-issues/
"We have a tremendous opportunity to steal market share from our tech competitors in a very unique and collaborative approach that will change how these brands think about media."
Digidayhttps://digiday.com/marketing/comcast-tempts-dtc-brands-away-from-paid-social-due-to-rising-costs-and-brand-safety-issues/
Read at Digiday
#direct-to-consumer #advertising #comcast #universal-ads #performance-marketing
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