Comcast Corporation (NASDAQ:CMCSA) is ramping up support for its advertising business with reports indicating it is in talks to acquire TV-ad targeting company, Visible World. Fox Business, Deidre Bolton, notes that Comcast is looking to get into the data driven TV ads with the acquisition, as it seeks to sell ads, based on zip code and much narrower demographics. Allowing for better-targeted advertising.
The acquisition is expected to position Comcast at a much stronger position in the fast growing data drive TV advertising business according to Wall Street Journal’s Mike Shields. Visible World should be a great addition to Comcast Corporation (NASDAQ:CMCSA) as it will allow it delivers ads to specific audiences and households using things like cable set-top boxes among many more sources.
“This part of TV advertising has moved kind of slowly although there are good signs now. You have this generation of ad executives and brands who grew up in digital where this is like common. Right now, the TV networks are not having trouble selling scandal they don’t need to this has been on the fringes. I think it is growing it is something that these companies are going to lean on like Comcast Corporation (NASDAQ:CMCSA),” said Mr. Shields.
Google and Microsoft were the first ones on the TV-ad targeted advertising, but Shields notes they might have got into the business way too early thus the decision to pull out. As more advertisers look for precision in targeting consumers, this remains one of the fastest growing areas according to Shields.
Comcast is not new to advertising having spent nearly $300 million in another advertising startup Freewheel last year as the company seeks to increase its presence in the ads business. The wave of purchase especially on advertising startups only goes to show how the likes of Comcast are preparing to battle the likes of Google Inc (NASDAQ:GOOGL) for ads revenue.
An acquisition of Visible World would be of significant importance to Comcast Corporation (NASDAQ:CMCSA) having been flexing its muscles in the advertising space with a number of acquisitions.
“Freewheel is more about ads delivery like the actual technology, makes sure the right ads get to the right place for addressable users data for more targeting and strategic purposes. They also have got this other business Audience Express, which is about selling ads, in digital interfaces almost like Amazon.com, Inc. (NASDAQ:AMZN) for TV advertising. They are all growing, it is all where the media is headed but it is all different pieces of the pie,” said Mr. Shields
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