Comcast Advertising has announced Outcomes+, a next-generation targeting and attribution solution that delivers enhanced outcomes across the company’s premium TV and streaming inventory.
Outcomes+ addresses the challenge of proving TV performance with the same simplicity and precision as digital. The solution combines Comcast’s deterministic first-party data, advanced AI, and best-in-class partnerships to help advertisers target audiences from granular to broad, measure true impact across the full marketing funnel, and optimize campaigns in real time.
“TV has always been a performance driver but achieving and proving that performance hasn’t always matched the simplicity of digital. Outcomes+ transforms that reality,” said Dawn Lee Williamson, Chief Revenue Officer, Media Solutions, Comcast Advertising. “With AI driven precision and premium quality data, Outcomes+ empowers advertisers to find the right audiences and measure outcomes across the entire funnel—because real impact happens throughout the journey, not only at the last click.”
Comcast Advertising is introducing several AI-driven products that leverage its deterministic data and privacy-safe insights:
These tools integrate with FreeWheel, enabling seamless execution from household-level addressable targeting to linear programmatic buying of traditional TV inventory alongside digital spend.
Outcomes+ delivers outcomes-based measurement from brand metrics to search, visitation, and sales through expanded partnerships with Mastercard (spend insights), Clarivoy (auto visits), DISQO, Dynata, Fandango, S&P Global Mobility (Polk), and others. A new myResults dashboard provides unified visibility into campaign performance across TV, streaming, addressable, and sports.
Real-world examples include a MINI USA campaign that achieved a 300% increase in brand favorability, 200% increase in brand recommendation intent, and 35% conversion lift for participating dealers. Another auto brand analysis showed a 25% increase in vehicle purchase rates when national, regional, and local messaging was fully aligned.
Through a new partnership with Amazon Ads, local and SMB advertisers now gain access to Prime Video’s premium streaming audiences (average 200MM monthly U.S. ad-supported reach) via Amazon DSP. This enables geographically customized messaging while maintaining the simplicity of a single national buy.
Comcast Advertising’s inventory spans leading publishers including NBCUniversal, Paramount, Warner Bros. Discovery, A+E, and streaming platforms such as Peacock, Roku, HBO Max, and now Prime Video, covering high-value content including major sports events.
“With the launch of Outcomes+, we’re advancing our work to level the playing field,” said James Rooke, President of Comcast Advertising. “For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches. With our access to premium content from the most important players in media—which now includes Amazon, more sophisticated AI-driven activation products powered by Comcast’s data, and our investment in advanced outcome measurement, we’re on a mission to redefine performance TV and deliver the clarity and accountability marketers deserve.”
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast. As a global leader in media, technology, and advertising, the company fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies, and other industry players. Comcast Advertising's Media Solutions team provides a streamlined way for advertisers to build brand relevancy and sustainable business outcomes through multiscreen TV advertising campaigns—powered by the media, data, and technology assets of Comcast.
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