Global media and corporate trade firm Active International has opted to use Comcast Technology Solutions’ Comcast AdFusion product to help modernize and scale its broadcast ad traffic and creative distribution operations.
AdFusion combines media buy data, traffic instructions, creative assets, and metadata management into a single platform designed to simplify and accelerate advertising operations across broadcast and digital channels, Comcast explains.
“By automating workflows and improving operational visibility, AdFusion helps agencies, brands, and media organizations reduce complexity while improving speed, accuracy, and scale,” Comcast adds. “In fact, with the help of AdFusion, Active International was able to create and deliver more than 9,000 unique traffic instructions in a single week; and create and deliver more than 450,000 annualized traffic instructions and deliver over half a million creative assets nationwide.”
Active International places more than $1 billion in media annually on behalf of brands and agencies worldwide. The company adopted AdFusion to unify traffic instruction creation, creative asset management, and delivery operations within a connected workflow environment.
Since implementing Comcast AdFusion, Active International reported faster turnaround times on advertiser orders; fewer station reach-outs due to improved delivery precision; and complex workflows completed faster.
