- October 21, 2020

How MVPDs Will Extend Addressable Ads Nationwide: Comcast’s Larry Allen

Marketers are on the verge of expanding their addressable advertising efforts nationwide as cable TV companies work together to provide greater reach.

Instead of being confined to two minutes an hour in local markets, addressable advertising inventory is expanding to 14 minutes among more households served by multichannel video programming distributors (MVPDs).

“The goal is to enable them to identify specific units within programming that they can convert into addressable to target households based on audiences that the advertiser wants to reach,”  Larry Allen, vice president and general manager of addressable enablement at Comcast, said in this interview with Beet.TV.

Comcast partnered with Cox Communications and Charter Communications to form the  On Addressability consortium to expand addressable advertising inventory nationwide, including within linear TV that makes up 75% of viewing.

This video is part of 'Advancing Toward a Common TV Measurement Currency', a Beet.TV leadership series presented by Comscore. For more videos from the series,  please visit this page.

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