Comcast to launch Universal Ads in bid to win smaller advertisers over from tech

Key Points

  • Comcast plans to launch Universal Ads, a new advertising platform aimed at simplifying ad buying for smaller businesses and attracting advertisers from social media to traditional TV streaming.
  • The platform will initially include Comcast-owned NBCUniversal, Xumo, and other media companies like A+E, AMC Networks, DirecTV, Fox Corp, Paramount, Roku, TelevisaUnivision, and Warner Bros. Discovery, with more expected to join.

Summary

Comcast is set to introduce Universal Ads, a new platform designed to streamline the process of buying ad time for smaller businesses, aiming to draw advertisers away from social media and digital platforms towards traditional TV streaming services. Announced ahead of the CES tech conference, Universal Ads will facilitate ad purchases across various premium video content outlets, starting with partners like NBCUniversal, Xumo, and several other major media companies. The platform, launching in the first quarter, uses Comcast's ad tech company FreeWheel and plans to incorporate AI tools to assist in ad production, making it easier for advertisers to engage with premium content. This initiative comes at a time when the media industry is shifting towards streaming, with traditional TV losing ground to digital platforms. Despite this, there's a growing recognition of the value of traditional media for reaching diverse demographics, especially with live events like sports. The move is seen as an offensive strategy to capture a share of the growing digital ad market, which is expected to significantly outpace traditional TV ad revenue growth in the coming years.

cnbc
January 6, 2025
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