Comcast and a coalition of major media companies have launched a new initiative called universal ads, aiming to streamline the process of buying TV advertisements. This initiative comes as a direct response to the rising dominance of social video platforms, particularly YouTube, which has increasingly captured advertising dollars due to its user-friendly purchasing options. The announcement was made by James Rooke, president of Comcast Advertising, during an interview at CES 2025 in Las Vegas.
The launch partners for universal ads include notable companies such as A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo. Initially, the inventory for these universal ads will focus on streaming platforms, with plans to incorporate linear TV inventory over time.
Rooke emphasized that the primary goal of universal ads is to simplify the purchasing process for advertisers, thereby making "premium" video content a more attractive option for marketers who traditionally rely on social video platforms. He stated, "While these companies and us, we compete in certain ways, the real competition is coming from new providers that are going after TV dollars … So if you look at where the growth is, all of us are doing really well in terms of growing our CTV [Connected TV] businesses — our streaming businesses — and the app revenue that comes from it, but the majority of growth overall is going to social video, and that’s not slowing down."
The move is also a response to past advertiser boycotts of platforms like YouTube, which have raised concerns regarding brand safety. Rooke noted that many advertisers are eager to explore alternatives that offer a more secure environment for their brands. "There are millions of advertisers out there that have built their businesses on social video, on YouTube advertising, and others, that haven’t had the ability to access the power of the content [and] the advertising solutions that come from companies like these and others as simply as they would like to," he explained.
As nearly half of YouTube's viewership now comes from television screens, the competition for ad dollars is intensifying. Comcast aims to capture new advertising revenue by positioning its offerings as a safer alternative for brands while also enhancing the accessibility of its advertising solutions.
The introduction of universal ads marks a significant strategic pivot for Comcast and its partners. By enabling marketers to purchase TV ads across various media companies from a single platform, they hope to create a more streamlined and appealing option for advertisers who have been increasingly drawn to social video.
