Addressable TV Unlocks Precision Audience Targeting Across Screens: Effectvs Pooja Midha Beet.TV [Video]

SANTA MONICA, Calif. – Comcast Cable’s advertising sales division expects addressable TV to shift from a test budget to a “must-have” in the coming year, with continued growth in the upfronts.

Amid a fragmented media landscape, advertisers are increasingly turning to addressable TV to precisely reach their target audiences across traditional TV, streaming and other devices.

In this video interview with Beet.TV, Pooja Midha, EVP and general manager of Comcast’s EffecTV, said the unit plans to make more inventory addressable and help brands leverage it as a full-funnel solution.

“(Advertisers) are trying to reach their specific audience and solve for the fragmentation that is today’s media landscape,” said Midha.

In a single buy, advertisers can leverage Comcast’s aggregated household data to target audiences by geo level, market level or other characteristics. Brands can also bring their own data to the table.

“Adding addressable TV to a plan is the key …