On November 4, Comcast Spotlight, the advertising sales division of Comcast Cable announced
that it has rebranded as Effectv (e-FEC-tiv), emphasizing its commitment to delivering
measurable results for its clients. This name change follows a notable evolution of the company
over the past year, including the rollout of new data-driven TV advertising strategies, targeting
and attribution products, cross-screen capabilities and a self-service buying platform for
“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.”
The rebrand follows the launch of a key product this year – Effectv’s Ad Planner – allowing
small business owners and local advertisers the independence to plan, design and manage
advertising campaigns with a few clicks of a mouse at an affordable price. TV Ad Planner
makes TV advertising more accessible and offers an alternative buying path for advertisers who
prefer to use self-service portals like those offered by digital media platforms.
By creating a self-service portal, small businesses whose barrier to entry into TV advertising
was affordability can now build a schedule based on their budget. In addition to being able to
buy their own TV campaign, they can also create a TV spot in less than 72 hours within the
portal, making TV Ad Planner a one-stop shop for small business advertising.
In addition, the company also announced the launch of two new products to bring greater
addressability to television advertising:
- Audience Intelligence allows advertisers to plan and run data-informed linear TV schedules to more effectively identify and reach their target audiences, moving beyond age/gender demographics.
- Addressable Full Avail is a linear TV product that enables advertisers to target custom audience segments at the household level.
“Our new name reinforces our mission of partnering with clients to deliver results that matter to
them,” said Maria Weaver, Chief Marketing Officer, Comcast Advertising. “With the rollout of
Effectv’s product suite over the past year, we can offer clients solutions to find their customers,