Comcast is launching Universal Ads, a new advertising platform designed to simplify the ad-buying process for small- and medium-sized businesses. The platform will allow advertisers to purchase ad spots across a variety of premium video content on streaming services from media companies including NBCUniversal, Warner Bros. Discovery, AMC Networks, Fox Corp., A+E, Roku, and others. Comcast hopes to attract more ad dollars to traditional TV streaming businesses as advertisers have increasingly shifted their spending to tech and social media.
Comcast will launch Universal Ads, an advertising platform meant to simplify the ad-buying process for small- and medium-sized businesses.
Comcast has signed partnerships with other media companies, giving advertisers the ability to buy spots on a variety of outlets. So far, Comcast-owned NBCUniversal and ad-supported streamer Xumo are part of the platform, as well as A+E,"Universal Ads is intended to create new demand from advertisers who have not traditionally worked with us," said Mark Marshall, chairman of global advertising and partnerships for NBCUniversal, CNBC's parent company.
Marshall said he and Rooke had been in discussions over the last several months on how to"create new demand opportunities" for the nontraditional advertisers. "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," said Marshall.The media industry has been in a period of tumult, as consumers have gravitated toward streaming services and away from traditional TV.
"Take a Meta for example. They have over 10 million advertisers who spend on search and social, whereas NBCUniversal is only in the thousands," said Marshall.Ad revenue for"pure play digital," which excludes the streaming arms of traditional media but includes platforms such as YouTube and TikTok, is expected to grow by 10% to $813.3 billion globally in 2025, according to GroupM estimates.
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