Comcast is set to revolutionize the advertising landscape with the launch of its new platform, Universal Ads, in the first quarter of 2024. This innovative platform aims to simplify the ad-buying process for small- and medium-sized businesses (SMBs) by offering a streamlined, self-service interface. Built using Comcast’s ad tech company FreeWheel, Universal Ads will allow advertisers to buy spots on premium video content across various streaming services owned by traditional media companies. By creating a unified front, Comcast hopes to attract more ad dollars to media companies’ streaming services, a market currently dominated by tech and social media giants.
Universal Ads presents a promising opportunity for SMBs looking to expand their reach through premium content. The platform is designed to empower these businesses by providing access to connected TV and other digital outlets, aligning with the growing demand for flexibility and efficiency in ad buying. By signing partnerships with major media companies such as NBCUniversal, Warner Bros. Discovery, AMC Networks, Fox Corp., A+E, and Roku, Comcast ensures advertisers have a wide array of outlets to choose from.
“The idea of empowering small- and medium-sized businesses to connect with audiences through premium content, especially on connected TV, aligns perfectly with the growing demand for flexibility and efficiency in ad buying.” – Ryan Gould, Warner Bros. Discovery’s executive vice president of sales in streaming, digital and advanced advertising.
The platform’s appeal lies in its simplicity and accessibility. It is free and self-service, making it an attractive option for advertisers who have traditionally relied on social media platforms. In the U.S., social media ad spending is estimated to reach $90.35 billion in 2024, marking a 19% increase from the previous year. This figure is expected to rise another 13.6% to $102.66 billion in 2025. In contrast, TV ad revenue is projected to grow less than 2% in 2025, reaching $169.1 billion globally. Universal Ads offers a viable alternative for advertisers seeking platforms outside social media.
“Universal Ads is intended to create new demand from advertisers who have not traditionally worked with us,” – Mark Marshall, chairman of global advertising and partnerships for NBCUniversal.
Comcast has positioned Universal Ads as a game-changer in the advertising industry by fostering collaborations that make it easier for advertisers to buy spots across multiple outlets. This approach not only simplifies the process for SMBs but also presents a unified front to attract more ad dollars from digital platforms. With over 10 million advertisers currently spending on search and social media, Universal Ads aims to capture a significant portion of this market share.
“Universal Ads has a tremendous opportunity to steal market share from our competitors in a very unique and collaborative way that will fundamentally change the advertising landscape.” – Marshall.
The platform’s launch comes at a crucial time when individual ad platforms and walled gardens have created barriers for smaller companies lacking the resources to manage multiple platforms effectively. Universal Ads seeks to dismantle these obstacles, providing SMBs with a level playing field.
“In recent years, individual ad platforms and walled gardens have created obstacles for smaller and medium-sized companies lacking the resources needed to effectively manage multiple platforms.” – Amy Leifer, chief advertising sales officer at DirecTV.
Comcast’s strategic move underscores its commitment to capturing growth opportunities within the advertising market. By targeting advertisers who have built or are building their businesses on social video platforms, Comcast aims to shift the focus towards streaming services.
“You can continue to compete in a diminishing market, or you can go on offense and you can go after where the growth is,” – James Rooke, president of Comcast Advertising.
The launch of Universal Ads represents a proactive step in addressing the evolving needs of advertisers. While the initial focus is on streaming and SMBs, future iterations of the platform are expected to cater to linear and agency needs as well.
“And while we’re starting with streaming and [small- and medium-sized businesses], in a future state this can be for linear and for agencies as well.” – Mark Marshall.
Featured image courtesy of Jumpseller
