Comcast Advertising Unveils Outcomes+, Adds Prime Video Access for Local Buyers (CASE STUDY)

NEW YORK — Comcast Advertising launched Outcomes+, a targeting and attribution suite spanning traditional and streaming television, at the Interactive Advertising Bureau (IAB) NewFronts on Wednesday.

The product combines artificial intelligence-driven activation tools with deterministic data from more than 30 million Comcast households — representing over 100 million authenticated viewers — and extends measurement through new and expanded partnerships with Mastercard, Clarivoy, DISQO, Fandango and S&P Global Mobility's Polk unit, among others.

Separately, the company announced a partnership with Amazon Ads that opens Prime Video inventory to Comcast Advertising's local and small-to-medium business clients for the first time. Those buys will run through the Amazon demand-side platform, allowing geographic customization within a single national purchase. Amazon's ad-supported tier averages 200 million U.S. viewers monthly.

Onstage at the NewFronts, executives showcased a MINI USA campaign as proof of concept. A presentation slide displayed three headline metrics: a 300% increase in brand favorability, a 200% lift in brand recommendation intent and a 35% rise in new and used vehicle conversions. MINI also reported a fivefold jump in high-intent actions on its website during the campaign flight. The results drew on AI-powered audience sequencing across national, regional and local automotive tiers.

New tools inside Outcomes+ include LENS, an audience discovery engine designed to find households with no or light exposure to a brand's national TV campaigns, and Blockgraph On Demand, a self-service first-party data matching platform. A unified dashboard called myResults consolidates investment and attribution data across TV, streaming, addressable and sports inventory.

"For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches," said James Rooke, president of Comcast Advertising.

The company's video footprint now spans NBCUniversal, Paramount, Warner Bros. Discovery, A+E, Roku, Peacock, HBO Max, Xumo Play and Prime Video.

Special thanks to Dominick Borgia, Media Director at Critical Mass, for the picture used in this thumbnail.