NCC Media connects online inventory to its TV advertising platform

Monday, March 18th, 2019
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NCC Media Extends Advertising Footprint Beyond TV with Launch of New Online Ad Capabilities

  • NCC’s Data and Ad Inventory Resources Allow Advertisers To Run True Cross-Screen Campaigns Across 80 Million Households

NEW YORK — NCC Media, the national TV advertising sales, marketing and technology company owned by Comcast Corporation (NASDAQ: CMCSA), Charter Communications, Inc. and Cox Communications, announced today the launch of new digital buying capabilities that extend the reach of its industry-leading TV advertising platform to support a greater share of marketers’ media spend. The move creates a comprehensive all-screen advertising solution, enabling marketers to deliver coordinated digital ads to the same households reached by their TV campaigns. The new capability applies to all TV inventory, including linear, VOD and addressable, and to all digital formats, including video, display, social, audio, out-of-home and mobile.

With a combined footprint of 80 million households and partnerships with every major cable, satellite and telco service provider, NCC can now connect TV consumption and online activity in a single platform. The addition of digital buying to the NCC TV platform enables marketers to coordinate entire ad buys at the household level across more than 85% of the U.S. MVPD market and builds on the company’s existing strength in TV, which includes serving as the exclusive addressable advertising sales arm for Comcast, Charter and Cox. Benefits include harmonized, cross-screen planning and buying, consolidated cross-screen reporting and multi-device frequency capping and sequential messaging across all screens and inventory.

“Digital advertising is an important component of our clients’ marketing mix. Today’s launch supports our strategy of expanding the efficient platform NCC built for the TV world to handle more of our clients’ media comprehensively,” said Nicolle Pangis, CEO of NCC Media. “The new capabilities bring increased precision to brand marketing while greatly simplifying the way advertisers manage and monitor consumer narratives across the entire consumer journey.”

Today’s news comes on the heels of rapid growth at NCC with the company surpassing $2 billion in revenue for the first time in 2018.

“By bringing digital ad planning, buying and execution into our comprehensive TV data platform, NCC has opened up compelling, new advertising capabilities, providing marketers with powerful reach and intelligence to run more meaningful, efficient and consumer-friendly campaigns,” said Andrew Ward, president at NCC Media. “It’s a necessary and transformative step that improves the advertising equation for marketers, media owners and consumers.”