Explore how marketers are rethinking attribution, targeting, and campaign optimization in a world where streaming, digital, and TV experiences are converging.
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Advertising Without Silos: Rethinking Ad Measurement
Objective 1: Learn how to centralize marketing and revenue data to gain insight into cross-channel attribution.
Objective 2: Understand how to track the full customer lifecycle from initial click to final conversion to prove impact.
Objective 3: Discover how autonomous agents can optimize live campaigns and reduce wasted media spend.
, Global Head of Marketing and Insights, Comcast
, Industry Advisor: Telecommunications, Media, and Technology, Salesforce
Role: Marketing, Architect
Industry: Technology
Product: Marketing, Data 360
Topic: Email Marketing
Session Level: Intermediate
Session Type: Theater
- Thursday, Jun 42:00 PM - 2:20 PM CDT(7:00 PM - 7:20 PM GMT)Theater 5 | Campground, Level 3FIRST COME FIRST SEATED
Session Summary: This session focused on transforming advertising strategies through innovative tools and data-driven approaches, emphasizing Comcast's advancements in targeting, measurement, and accessibility for advertisers of all sizes. Key highlights included the introduction of 'Outcomes Plus,' a performance measurement tool providing real-time campaign optimization, and 'Universal Ads,' a self-service platform powered by AI to help small and medium-sized businesses create video ads with ease. The discussion also explored the integration of AI and partnerships with organizations like Mastercard to enhance data-driven targeting and attribution, demonstrating how Comcast is bridging gaps between traditional TV and digital platforms. Breaking down organizational silos and leveraging advanced measurement techniques were emphasized as critical to delivering holistic marketing impact and demonstrating the value of advertising investments to executives.
Key Takeaways:
• Comcast's 'Outcomes Plus' tool enables real-time campaign optimization by integrating advanced data and insights from partners like Mastercard, showcasing full-funnel advertising capabilities.
• The AI-powered 'Universal Ads' platform removes barriers for small businesses by offering free commercial creation and self-service tools, making TV and streaming advertising more accessible.
• Breaking down silos within marketing teams and leveraging incremental margin measurement enables organizations to demonstrate the overall efficacy of their advertising efforts and secure future investments.
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