Comcast presents a new programmatic solution integrating linear as well as digital television, offering a smooth marketing and advertisement campaign throughout channels.

Comcast has developed a programmatic solution that is groundbreaking in simplifying the marketing and advertisement strategies by integrating the linear and digital TV purchasing into a single workflow. The move is expected to enable the advertisers to overcome the fragmented media environment because connected TV and online portals build on audiences.

James Rooke, who is the president of advertising at Comcast, declared that with the innovation, marketers have to sew up media plans and can now bid in real-time and target audiences on one platform. The new solution will have more reach through combining the traditional TV with digital campaigning, which improves flexibility of exposure and execution of marketing and advertisement.

Dentsu partnered with Rabbits Black to reposition the animated film Stitch Head by Briarcliff Entertainment with the Comcast unified inventory as an effective pilot project. The campaign brought in the concept of the so-called true incremental reach, where the data-based marketing and advertisement strategies can overcome the barrier between traditional and connected TV viewers.

The move of Comcast towards programmatic marks a key change in the way marketing and advertisement activities are conducted by the brands and how optimization and reach are enhanced using the integration of cross-channel intelligence in a smarter manner.