New Member Profile: Effectv – A Comcast Company
Meet the local Effectv team (from left to right): Greg Kirkham, Nathan Pacheco, Morgana Dundon, Matthew Miller, and Michelle Blood.
Effectv helps advertisers reach their targeted audiences across linear TV, streaming, and video on demand. To welcome them as new members of the Springfield Chamber of Commerce, we recently spoke with Effectv to find out more about their company and services.
Tell us a little about Effectv.
As the regional advertising sales division of Comcast Cable, Effectv delivers traditional television and premium digital video advertising to reach the right viewers efficiently and effectively. Effectv uses insights from aggregated Comcast viewership data to ensure your ads are delivered to the audience that matters most. Our CrossReach™ solutions combine audience-targeting capabilities with valuable data insights and high-quality content, enabling advertisers of any size to reach audiences that are highly engaged and receptive to brand messaging. Rounding out our offerings are in-house creative services to help craft branded messages and campaigns. Effectv was founded in 2003, and is headquartered in New York. We can reach 40 million plus households with video and/or broadband internet service. We can help local businesses in over 60 markets using aggregated viewership insights from 30 million Comcast households. Most importantly we live and work where your business and its customers are.
What should the community know about the services you provide?
We work with clients to plan and execute advertising campaigns specifically tailored to their goals. Our customizable solutions can help companies of any size, from small and midsize businesses up to national enterprises, while remaining budget‑conscious. Effectv’s services can improve clients’ results in every step of the sales funnel, from top‑of‑the‑funnel awareness, through middle‑of‑the‑funnel interest and consideration, to bottom-of-the funnel intent and purchase. And we support clients at every stage of the campaign process. Through the steps of audience research, creative production, results, and optimization, your business’s brand can be confident your campaigns are calibrated to achieve the greatest impact in our area. Not only can we place your business in front of your audience, but also some of the biggest sporting events on screen like the Oregon Ducks, Beavers, Seahawks, Blazers, and Mariners.
What makes Effectv unique?
Insights from aggregated Comcast data along with the ability to reach your potential customers wherever and whenever they are watching content. We use insights from aggregated viewership data from Comcast set-top boxes and blend it with third-party data to analyze how audiences are watching TV in the Eugene / Springfield market. Data-informed advertising campaigns are more effective advertising campaigns. It’s important to keep in mind that utilizing the viewership data insights allows you to minimize waste and buy the way your audience watches their favorite content on a variety of devices. Your ideal customers are not all going to have the same lifestyle or interests; meaning that it’s important that we allow the data insights to inform your campaign so that we reach your audiences anywhere on any device they choose.
Here is a simpler way to look at how we help our clients…
- We start with your business objectives, KPIs, and your brand story (ie., creative and Mnemonic)
- Your campaign strategy starts with insights from aggregated Comcast first-party viewership data
- With our geographic scalability, we can deliver your ads to specific neighborhoods, across multiple cities, or nationwide
- Access to 300+ audience segments to target your potential customers
- Access to Mnemonic, our full-service creative agency, to enhance your brand
- Your commercials run in high-quality, multiscreen inventory from brands you can trust
- We provide campaign reporting, so you know how your campaign performed
- Access to your own dashboard that shows the impact of your ads on business
Do you have any advice for businesses?
Build your brand, be known for it, and stay consistent with your messaging to your ideal customers.
Anything else you’d like to share?
Effectv can potentially reach over 8 in 10 Springfield/Eugene households. Give us a call and we would be happy to help you find the right marketing campaign to reach your ideal customers!
Effectv, a division of Comcast, is an audience delivery company that combines digital data with the power of TV to help local, regional and national advertisers generate results that matter. Effectv uses first-party data to target audiences across live, on demand, and streaming TV.
