NCC Media Expands into Online Digital Ad Sales

Cable-owned ad firm touts reach to 85% of U.S. MVPD homes with cross-platform buys
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NCC Media, the national TV advertising sales, marketing and technology company owned by Comcast, Charter Communications and Cox Communications, has announced its expansion into digital ad buying.

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By offering online ad buying capabilities, NCC Media can now deliver cross-screen campaigns across linear, VOD, addressable TV, digital video, display, social media, out-of-home and mobile.

Related: Comcast, Charter, Cox Form New Advanced Ad Group

NCC Media, which functions as the exclusive addressable sales arm of Comcast, Charter and Cox, touts a combined footprint of 80 million U.S. households across its three cable operator owners. It said it surpassed $2 billion in revenue in 2018.

The shop also claims to have partnerships with “every major cable, satellite and teleco service provider.” Its ad buys, NCC Media said, can be coordinated at the household level across more than 85% of the U.S. MVPD market.

"Digital advertising is an important component of our clients' marketing mix,” said NCC Media CEO Nicolle Pangis, in a statement. “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. 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."

"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," added Andrew Ward, president at NCC Media. "It's a necessary and transformative step that improves the advertising equation for marketers, media owners and consumers.”

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