Effectv Introduces New Opportunities for Advertisers to Reach Their Audience on Comcast Xfinity X1

30 September 2021

Effectv, the advertising sales division of Comcast Cable, today announced a series of innovative opportunities for advertisers to reach their audiences through Xfinity X1, Comcast’s flagship entertainment offering that gives Xfinity TV customers the most choices via the best aggregation platform in the industry. By creating unique destinations for brands within the X1 experience, Effectv’s advertisers will have the ability to reach millions of TV viewers across the U.S. with video and brand content.

“Brands are always looking for ways to make their message stand out,” said Pooja Midha, Chief Growth Officer, Comcast Advertising. “Through Xfinity X1, we are able to offer Effectv clients the opportunity to reach their audience with rich, relevant brand content that goes beyond a simple TV commercial – an opportunity especially powerful for small businesses that may be struggling with the challenges of the COVID-19 pandemic. Now, these brands’ media investment dollars can go further with greater interactivity and impact.”

There are four key X1 destinations that will be accessible instantly through the Xfinity Voice Remote or via Xfinity on Demand where Effectv clients can buy placements. Currently, three are available and one is coming soon:

- Hometown Hub gives X1 customers direct access to curated content about their favorite cities. Effectv now enables advertisers to showcase their brand on specific Xfinity Hometown Hub pages for desired cities; for example, city attractions have promoted their upcoming events and aligned themselves with the very best of their city. Xfinity Voice Remote Command: “Hometown Hub.”

- Effectv’s Virtual Automotive Showroom features up-to-date content curated from MotorTrend Magazine’s auto related library. This X1 destination features auto reviews, test drives and lifestyle features that will give auto dealers and auto-related categories a centralized location to engage with this highly sought-after audience. Advertisers can also showcase their brands’ make and model short/long-form content. Xfinity Voice Remote Command: “Auto Showroom.”

- The Comcast Career Center allows employers to share information about their organization, their people and their culture with X1 and Flex customers. This center also allows brands to showcase employment-related video content such as company history, commitment to DE&I or provide insight with a “day in the life” videos, which candidates can explore from the comfort of their own homes leveraging accessible features of the platform. Plus, viewers can easily access and apply to employers' job listings by mobile device after viewing videos on TV and opting in to receive SMS text. Voice Remote command: “Comcast Careers.”

- Finally, The Comcast Knowledge Center, launching soon, is an X1 video library that focuses on the importance of continued learning at every stage in life when in-person class may not be feasible due to the pandemic. Accredited undergraduate and post-graduate institutions, as well as trade and technical programs, can include sample distance learning courses and other content within this destination. These education advertisers can reach new audiences that may not have considered institutions outside of their community. Xfinity Voice Remote Command: “Knowledge Center.”

In all cases, brands have the opportunity to work with Mnemonic, Effectv’s award-winning, full service creative agency, to develop integrated campaigns for all platforms. In addition, Mnemonic recently launched MnemonicLabs, a destination showcasing their use of creative tech and innovative solutions in service of client brand messages.

“TV viewership in the U.S. continues to climb on all screens,” added Midha. “This opportunity is about expanding the power of TV even more. Brands already invest resources to create short and long-form content for social and their websites. When this content is offered on demand and coupled with an audience driven media schedule, brands further extend their reach and the impact of their video investment.”

About Effectv
Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit www.effectv.com.

Media Contact
Meredith Fitzgerald
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