Jack Silva | Nurphoto | Getty images
Comcast plans to launch a new advertising platform which will allow small businesses to buy more easily advertisements – and, the company hopes, to signal to certain advertisers of social media and digital sales points of sale and traditional television streaming companies.
Monday, Comcast announced the creation of universal advertisements, a new platform for advertisers to buy spots on premium video content on streaming activities of traditional media companies. The announcement became before the annual conference of these tech in Las Vegas.
Comcast has signed partnerships with other media companies, giving advertisers the possibility of buying spots on a variety of outlets. So far, the nbcuniversal streamer and supported by advertising, Xumo is part of the platform, as well as A + E, AMC networksDirectv, Fox Corp., Paramount, YearTeleenvision and Discovery Warner Bros.. Others should join the next few months.
“Universal Ads is intended to create a new request from advertising advertising advertising and Partnerships for Nbcuniversal, the parent company, the parent company of CNBC. “And while we start with streaming and (small and medium -sized enterprises), in a future state, it can be linear and for agencies too.”
Universal advertisements, which will be launched in the first quarter, aim to create an easier experience for advertisers of all shapes and sizes to buy announcement time, which can be a notoriously complicated process in relation to the purchase of ads for platforms such as Meta, YouTube And Tiktok said James Rooke, president of Comcast Advertising. It is designed to imitate the purchase process of advertisements on social media content and technological platforms.
“The head of gratua is that there are a kind of large number of advertisers who have built their business or began to build their business, on the back of social video,” said Rooke. “However, when you talk to these advertisers, there is a growing wish to diversify far from a very limited number of large technological companies.”
Rooke said that the challenge has been that these large technological companies “make it very simple to carry out transactions on their platforms”, unlike traditional media, or what is called premium content, does not do so.
Marshall said he and Rooke had had discussions in recent months on how to “create new demand opportunities” for non -traditional advertisers.
Comcast built the free self-service platform using its Freewheel advertising technology. Many partners who have already signed are freewheeling customers.
It is also planned to offer free and automated artificial intelligence tools to help produce advertisements, which can be another point of pain for small businesses.
“Universal Ads has a great opportunity to steal market share of our competitors in a very unique and collaborative way that will fundamentally change the advertising landscape,” said Marshall.
Offensive
Jack Silva | Nurphoto | Getty images
The media industry was in a period of tumult, because consumers have gravity to streaming services and far from traditional television.
But the fact that time to overshadow this content has passed on social networks and technological platforms. YouTube continues to grasp a large part of the television viewing time, according to Nielsen. Young generations are more involved in social media such as Tiktok.
Streaming services, Netflix at the peacock of Nbcuniversal, were more and more emphasizing advertising to reach profitability. The banners were enthusiastic A larger share of advertising dollars in the last quarters, but which turns out of advertising revenues generated by technology giants.
Marshall noted that social media “generated a huge scale” with regard to the number of advertisers attracted by technological platforms.
“Take a meta for example. They have more than 10 million advertisers who spend research and social, while Nbcuniversal is only by thousands,” said Marshall.
While Groupm, the Multimedia Investment Group of WPP, called television “the most effective form of advertising” in a recent reportIt expects the segment to increase less than 2% in 2025 to 169.1 billion dollars in global advertising revenues.
Advertising revenues for “Pure Play Digital”, which exclude streaming arms from traditional media, but includes platforms such as YouTube and Tiktok, should increase by 10% to 813.3 billion dollars worldwide in 2025, according to Groupm Estimates.
In the United States, social media advertising expenses would have reached $ 90.35 billion in 2024, up approximately 19% compared to the previous year, and should increase by $ 13.66 billion in 2025, according to Emarketer.
While industry leaders anticipate The advertising market will stabilize in 2025 for traditional media companies, trends in previous years should also continue – which means that digital media advertising budgets will continue to overshadow traditional media.
“You can continue to compete in a decreasing market, or you can offend yourself and you can go after growth,” said Rooke. “We have to fish in the ponds where growth is located.”
Large -scale advertisers and brands always spend a lot with traditional media with regard to live sports and events. Fox leaders said the company had already sold Super Bowl advertisements for February, which would have costs about $ 7 million each. The university football season, in particular with the extended format of university football, also has attracted DOSSINS OF THE HARM ANDLOG.
The key to the Universal ADS platform was to register other media companies, said Rooke to present a unified front by trying to attract more dollars from digital platforms.
“In recent years, individual advertising platforms and closed gardens have created obstacles for smaller and medium -sized companies that have effectively manage several platforms,” said Amy Leifer, director of advertising sales at Directv.
Leifer, as well as the leaders of Nbcuniversal, Warner Bros. Discovery and Fox,, called the importance of reaching small and medium -sized enterprises as a announcers.
“The idea of empowering small and medium-sized businesses to connect with the public thanks to premium content, especially on connected television, aligns perfectly with the growing demand for flexibility and efficiency of advertising purchase,” said Ryan Gould, executive vice-president of streaming, digital and advanced Warner Bros. Discover.
Media executives recently told CNBC that traditional linear television is always an important outlet for advertisers because it reaches more demography than social media. They also noted that the linear and streaming are no longer thought in different contexts and are grouped in conversation.
Advertisers looking for platforms outside of social media “are looking for a new product because they see a kind of decreasing yields of existing channels,” said Rooke.
“They lack a new audience,” he said.
Disclosure: Comcast has CNBC Parent Nbcuniversal.
