Comcast Advertising report shows multiscreen campaigns double return on ad spend

New industry research and service frameworks highlight a shift in television advertising toward measurable performance through over-the-top (OTT) and multiscreen strategies.

Comcast Advertising’s “Multiscreen Performance Report” indicates that combining traditional TV with streaming campaigns can double the incremental return on ad spend and drive 2.4 times more website visits than single-tactic approaches. The report notes that sports streaming campaigns, such as those surrounding major global events, can capture hard-to-reach households 10 times more effectively than traditional TV alone.

Simultaneously, the evolution of OTT advertising is moving the sector from simple awareness to a performance-driven model. By delivering video ads via internet-connected devices like smart TVs and gaming consoles, advertisers can target specific households based on behavior rather than broad estimated ratings. This allows for greater accountability through real-time attribution and measurable outcomes.