The analysis identifies critical elements underpinning top-performing multiscreen campaigns, revealing that 88% included FAST channels and 96% included news.

Today, Effectv released the results of new research examining the shared components of the highest reaching multiscreen campaigns, and recommended a set of specific tactics that can help advertisers maximize audience reach across platforms and services.

Effectv evaluated approximately 40,000 monthly ad campaigns airing across traditional TV and streaming content. Of those, the 1,000 highest-reaching campaigns were analyzed to uncover their similarities.

The highest-reaching campaigns were found to have shared several elements, or “DNA,” spanning genre, platform, consistency of advertising, endpoints and dayparts – chief among these findings being that 88% included FAST channels and 96% included news.

“Think of it as the DNA makeup of a campaign – the underlying elements that build reach,” said Travis Flood, Executive Director of Insights, Comcast Advertising. “In this evolving multiscreen landscape, it’s about reaching and connecting with audiences wherever and whenever they may be watching. By staying attuned to data like this, advertisers can make well-informed decisions to maximize their advertising investment.”

The insights demonstrate the remarkable efficacy of multiscreen campaigns that leveraged these tactics, resulting in exceptional levels of target audience reach and engagement. The research additionally reveals that of the highest-reaching multiscreen campaigns:

• 98% include impressions across dayparts.
• 90% have 20+ traditional TV networks.
• 83% have more than 90 streaming endpoints.*
• 80% include sports.
• 78% are on air for more than 90% of the time period (monthly).
• 76% are streaming on at least two devices with 40% streaming on at least four.

To view the full findings as outlined in Effectv’s latest TV Viewership Report, visit here.

*Endpoints are unique publisher and device viewership combinations.

Sources:

1. Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV + Effectv campaigns (1H ’23). Filtered to the 1,000 highest reaching campaigns.

About Effectv

Effectv, the advertising sales division of Comcast Cable, helps local, regional, and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit www.effectv.com.

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