Comcast to Launch Industry-Changing, Cross-Publisher Advertising Solution for the Premium Video Category
Comcast has announced Universal Ads, a groundbreaking TV advertising platform launching in Q1 that unifies premier media companies to simplify access to premium video advertising. The platform, powered by FreeWheel technology, partners with major companies including A+E, AMC Networks, DIRECTV, Fox , NBCUniversal, Paramount, Roku, and others.
The platform will offer Universal Ads Manager, a free self-service buying tool, direct access to premium video reaching over 90% of U.S. households, AI-powered creative production, and a marketing API. According to a 2024 study by Comcast Advertising, 50% of advertisers who minimally used TV advertising felt their social media ROI was diminishing, with 89% willing to try TV advertising.
The initiative aims to democratize TV advertising, making it accessible to businesses of all sizes while facilitating programmatic trading in the premium video space. Currently, while 75% of CTV ads are bought programmatically, only about 20% of premium video is transacted this way due to complexity and brand safety concerns.
Comcast ha annunciato Universal Ads, una piattaforma pubblicitaria televisiva innovativa che verrà lanciata nel primo trimestre e unisce importanti aziende media per semplificare l'accesso alla pubblicità video premium. La piattaforma, supportata dalla tecnologia FreeWheel, collabora con grandi aziende tra cui A+E, AMC Networks, DIRECTV, Fox, NBCUniversal, Paramount, Roku e altre.
La piattaforma offrirà Universal Ads Manager, uno strumento di acquisto self-service gratuito, accesso diretto a video premium che raggiungono oltre il 90% delle case negli Stati Uniti, produzione creativa potenziata dall'IA e un'API di marketing. Secondo uno studio del 2024 condotto da Comcast Advertising, il 50% degli inserzionisti che ha utilizzato poco la pubblicità televisiva ha sentito che il ROI sui social media stava diminuendo, con l'89% disposto a provare la pubblicità televisiva.
L'iniziativa mira a democratizzare la pubblicità televisiva, rendendola accessibile alle aziende di tutte le dimensioni, facilitando al contempo il trading programmatico nello spazio video premium. Attualmente, mentre il 75% degli annunci CTV viene acquistato in modo programmato, solo circa il 20% dei video premium viene transato in questo modo a causa di complessità e preoccupazioni per la sicurezza del marchio.
Comcast ha anunciado Universal Ads, una plataforma publicitaria televisiva innovadora que se lanzará en el primer trimestre y unifica a las principales empresas de medios para simplificar el acceso a la publicidad de video premium. La plataforma, impulsada por la tecnología FreeWheel, se asocia con grandes empresas como A+E, AMC Networks, DIRECTV, Fox, NBCUniversal, Paramount, Roku y otras.
La plataforma ofrecerá Universal Ads Manager, una herramienta de compra gratuita y autoservicio, acceso directo a video premium que llega a más del 90% de los hogares en EE. UU., producción creativa impulsada por IA y una API de marketing. Según un estudio de 2024 de Comcast Advertising, el 50% de los anunciantes que usaron poco la publicidad televisiva sintieron que su ROI en redes sociales estaba disminuyendo, con un 89% dispuesto a probar la publicidad televisiva.
La iniciativa tiene como objetivo democratizar la publicidad televisiva, haciéndola accesible a empresas de todos los tamaños, al mismo tiempo que facilita el intercambio programático en el espacio de video premium. Actualmente, aunque el 75% de los anuncios de CTV se compran de manera programática, solo alrededor del 20% del video premium se transacciona de esta manera debido a la complejidad y a las preocupaciones por la seguridad de la marca.
컴캐스트는 유니버설 광고를 발표했습니다. 이 혁신적인 TV 광고 플랫폼은 1분기에 출시될 예정이며, 주요 미디어 회사들을 통합하여 프리미엄 비디오 광고 접근을 간소화합니다. 프리휠 기술로 지원되는 이 플랫폼은 A+E, AMC 네트워크, DIRECTV, 폭스, NBC 유니버설, 파라마운트, 로쿠 등 주요 기업과 파트너십을 형성했습니다.
이 플랫폼은 유니버설 광고 관리자를 제공하며, 무료 셀프 서비스 구매 도구, 미국 가정의 90% 이상에 도달하는 프리미엄 비디오에 대한 직접 접근, AI 기반 창의적 제작 및 마케팅 API를 지원합니다. 2024년 컴캐스트 광고의 연구에 따르면, TV 광고를 최소한으로 사용한 광고주의 50%가 소셜 미디어 ROI가 감소하고 있다고 느끼며, 89%가 TV 광고를 시도할 용의가 있다고 응답했습니다.
이 이니셔티브는 TV 광고를 민주화하여 모든 규모의 기업이 접근할 수 있도록 하고, 동시에 프리미엄 비디오 공간에서의 프로그래매틱 거래를 촉진하는 것을 목표로 합니다. 현재 CTV 광고의 75%가 프로그래매틱 방식으로 구매되지만, 프리미엄 비디오의 거래는 복잡성과 브랜드 안전성 문제로 인해 약 20%에 불과합니다.
Comcast a annoncé Universal Ads, une plateforme publicitaire télévisuelle révolutionnaire qui sera lancée au premier trimestre et qui unifie des entreprises de médias de premier plan afin de simplifier l'accès à la publicité vidéo premium. La plateforme, propulsée par la technologie FreeWheel, s'associe à de grandes entreprises telles que A+E, AMC Networks, DIRECTV, Fox, NBCUniversal, Paramount, Roku et d'autres.
La plateforme proposera Universal Ads Manager, un outil d'achat gratuit en libre-service, un accès direct à des vidéos premium atteignant plus de 90 % des foyers américains, une production créative alimentée par l'IA et une API marketing. Selon une étude de 2024 réalisée par Comcast Advertising, 50 % des annonceurs ayant utilisé peu la publicité télévisée ont ressenti une diminution de leur ROI sur les réseaux sociaux, tandis que 89 % sont prêts à essayer la publicité télévisée.
L'initiative vise à démocratiser la publicité télévisée, la rendant accessible aux entreprises de toutes tailles tout en facilitant le trading programmatique dans le domaine de la vidéo premium. Actuellement, bien que 75 % des annonces CTV soient achetées de manière programmatique, seulement environ 20 % des vidéos premium sont échangées de cette manière en raison de la complexité et des préoccupations liées à la sécurité des marques.
Comcast hat Universal Ads angekündigt, eine bahnbrechende TV-Werbeplattform, die im ersten Quartal gestartet wird und erstklassige Medienunternehmen vereint, um den Zugang zu hochwertiger Video-Werbung zu vereinfachen. Die Plattform, die durch FreeWheel-Technologie unterstützt wird, arbeitet mit großen Unternehmen zusammen, darunter A+E, AMC Networks, DIRECTV, Fox, NBCUniversal, Paramount, Roku und andere.
Die Plattform wird Universal Ads Manager anbieten, ein kostenloses Selbstbedienungs-Tool für den Einkauf, direkten Zugang zu hochwertigem Video, das über 90 % der Haushalte in den USA erreicht, KI-gestützte kreative Produktion und eine Marketing-API. Laut einer Studie von Comcast Advertising aus dem Jahr 2024 fühlte sich die Hälfte der Werbetreibenden, die TV-Werbung nur geringfügig nutzten, dass ihre ROI in sozialen Medien abnahm, wobei 89 % bereit waren, TV-Werbung auszuprobieren.
Die Initiative hat das Ziel, die TV-Werbung zu demokratisieren, sodass sie für Unternehmen jeder Größe zugänglich ist, während sie gleichzeitig den programmgesteuerten Handel im Bereich hochwertiger Videos erleichtert. Derzeit werden 75 % der CTV-Anzeigen programmgesteuert gekauft, während nur etwa 20 % der hochwertigen Videos auf diese Weise getauscht werden, was auf Komplexität und Bedenken hinsichtlich der Markensicherheit zurückzuführen ist.
- Launch of Universal Ads platform provides access to premium video reaching 90% of U.S. households
- Strategic partnerships with major media companies enhance market reach
- Free self-service buying tool and AI-powered creative production reduces entry barriers
- Platform addresses growing advertiser demand as 89% are willing to try TV advertising
- None.
Insights
Comcast's Universal Ads platform represents a transformative shift in premium video advertising. The platform's ability to reach over
The integration of AI-powered creative production and programmatic buying capabilities addresses key barriers to entry for small and medium-sized businesses. Currently, only
The platform's unified approach to inventory access, combined with FreeWheel's established technology infrastructure, positions Comcast to capture a significant share of the performance marketing budget currently dominated by social media platforms. The self-service model and marketing API will likely accelerate adoption among digital-native advertisers.
The collaboration between major media companies through Universal Ads marks an unprecedented shift in competitive dynamics. By uniting A+E, Fox, Warner Bros. Discovery and others, Comcast has created a strategic alliance that could reshape advertising revenue distribution across the media landscape.
This initiative directly addresses the industry's fragmentation problem while maintaining premium pricing power through controlled, brand-safe environments. The platform's Q1 launch timing aligns with annual advertising budget planning cycles, potentially capturing new allocation decisions. The self-service model democratizes access to premium inventory while preserving the high-value proposition of television advertising.
The appointment of former Snap executive James Borow adds credibility to the digital transformation strategy, bringing valuable experience in scaling advertising platforms for digital-native audiences. This move signals Comcast's commitment to bridging the gap between traditional TV and digital advertising paradigms.
Universal Ads to Empower Marketers of All Sizes to Easily Purchase Scalable, Performance-Driven Video Ad Campaigns Directly from Premier Media Companies
Launch Partners Include A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, Xumo; Forging Groundbreaking Cross-Industry Partnerships to Strengthen the Ad Ecosystem for the Future
Set to Launch in Q1, Universal Ads is Powered by FreeWheel Technology, Which Enables Video Advertising for a Majority of Premium Video Publishers in the
(Graphic: Comcast)
By strategically partnering with premium industry partners, Universal Ads will provide simplified access to scaled, qualified audiences delivered on premium content that will drive full-funnel performance for advertisers while opening new demand channels for publishers. This is Comcast’s first-ever cross-industry collaboration at this scale, with A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo all committed as launch partners, and more to be announced in the coming months.
“Universal Ads has been purpose-built in response to what advertisers have been asking from Comcast. That is, make TV simpler to buy, scale and measure in a way that is compatible with the needs of performance marketers, and really, all marketers,” said James Rooke, President, Comcast Advertising. “Comcast has tremendous assets across tech, media and data. Universal Ads brings those assets together in a way that has never been done before. And, just as importantly, we are thrilled that our partners, many of whom are already FreeWheel clients, have signed on to join us in this initiative, as we seek to transform the TV ad marketplace of the future.”
According to a 2024 study of 250 performance-based advertisers conducted by Comcast Advertising,
“The north star of advertising has always been combining the premium reach of linear with the precision of data-informed targeting for marketers,” said Mark Marshall, Chairman, NBCUniversal Global Advertising & Partnerships. “Now with Universal Ads, we are delivering that vision to businesses of all sizes. TV has always been a performance vehicle for brands, and Universal Ads puts the scaled reach and premium content that TV is known for into the hands of marketers everywhere.”
More specifically, Universal Ads will offer:
- Universal Ads Manager, a free self-service, easy to use TV ads buying tool.
- Direct access to premium, brand-safe video that reaches over
- Plans to offer free, automated AI creative production of TV commercials.
- A marketing API, which will enable developers to build reporting, measurement, creative generation, and other applications.
“The biggest mistake TV has made is acting like it’s still 1995. SMBs want in, and they deserve to be in. The same way social democratized advertising, TV needs to drop the barriers and let brands of all sizes play at scale,” said Gary Vaynerchuk, Chairman of VaynerX, CEO of VaynerMedia, CEO of VeeFriends.
Comcast executive James Grant has been tapped to lead the Universal Ads initiative. On the product front, former Snap executive, James Borow, who helped platforms such as Snap, Reddit and Discord launch their ad businesses, has been hired to lead the Universal Ads’ product and engineering teams, in collaboration with the FreeWheel product and technology team.
According to the IAB,
“Universal Ads offers the solution to the fragmented premium video advertising category. Coming together as publishers allows us to present a singular platform for brands of any size in any category to advertise in premium video — all with the ease and familiarity of buying on social. This is a terrific opportunity for advertisers and publishers alike,” said Jeff Collins, President of Advertising Sales, Marketing and Brand Partnerships for Fox Corporation.
For more information visit www.UniversalAds.com.
About Comcast Corporation
Comcast Corporation (Nasdaq: CMCSA) is a global media and technology company. From the connectivity and platforms we provide, to the content and experiences we create, our businesses reach hundreds of millions of customers, viewers, and guests worldwide. We deliver world-class broadband, wireless, and video through Xfinity, Comcast Business, and Sky; produce, distribute, and stream leading entertainment, sports, and news through brands including NBC, Telemundo, Universal, Peacock, and Sky; and bring incredible theme parks and attractions to life through Universal Destinations & Experiences. Visit www.comcastcorporation.com for more information.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Advertising, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in
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Media Contact
Comcast Advertising
Meredith Fitzgerald
Meredith_Fitzgerald@comcast.com
215-970-8504
Source: Comcast Advertising
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