康卡斯特(COMCAST)：2024年广告行业报告-多屏时代下的电视广告的可操作见解（英文版）（28页）.pdf

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1、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 comple

2、x.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 complicate

3、d.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 techn

4、ology 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 C

5、omcast 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

6、 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 a