The largest provider of first-party data for insights, activation, and measurement in the world, Dynata, has reached an agreement with Comcast. According to the arrangement, Comcast data will be licensed and involved in Dynata’s offering of advertising solutions. AudienceXpress, one of the companies from Comcast, uses analytics to deliver omnichannel advertising. More than 300 million people have access to it nationwide. The Effectv ad sales division and the FreeWheel platform for ad management solutions are some further brands.
Dynata-Comcast Advertising Join Hands
As a result of the agreement, marketers will be able to evaluate the success of their marketing initiatives across broadcast, cable, streaming, and addressable television for the first time using a combination of the precision and depth of Comcast’s aggregate viewership data and Dynata’s real-time survey data. By combining these solutions, marketers can measure the effectiveness of their TV advertising using a single source, agreed-upon, panel-based approach. This is compared to how well video assets perform on average across all screens and gadgets. The collaboration highlights both businesses’ commitment to advancing and quickening development in audience-based measurement across media channels. Additionally, it will give advertisers the ability to calculate their cross-screen media investment with a lot more assurance.
A compelling narrative can be created by marketers and creative experts to engage their audience and make a lasting impression. The expanded coverage of Dynata by Comcast’s representative footprint improves the stability and dependability of the inputs utilized to report effectiveness as measured by the shift in customer’s perceptions of the advertiser. A more detailed narrative about the best channels to use and how to more effectively tailor messaging deployment for the greatest engagement and lasting impact is also portrayed thanks to the wider reach.
Here’s what they said
Larry Allen, VP & GM, Addressable Enablement, Comcast Advertising said,
We’re very excited to support Dynata in their efforts to enable marketers to better measure the impact of their media investment and understand consumer perceptions, favorability, and intent. Our ecosystem is stronger when marketers and media owners have a clear understanding of how cross-media campaigns perform and how their brand messages impact consumers.
Eric Sandberg, managing director of Dynata’s global advertising solutions business added,
Partnering with Comcast to enhance our advertising solutions product suite is a strategic investment in our commitment to deliver innovative products that help our customers make practical marketing decisions through the highest quality and scalable passive television viewership data sets. This partnership reflects Dynata’s commitment to delivering customer-centric solutions that enable more accurate insights, smarter strategies, and more effective campaigns.