Universal Ads, Comcast's self-service ad platform that enables brands of any size to create, buy and measure ads across premium TV, announced the addition of linear television inventory to its platform. Universal Ads now gives brands seamless, self-service access to premium, Comcast-owned linear inventory to unlock new audiences alongside streaming campaigns from one unified platform.
Universal Ads now offers linear TV inventory alongside streaming in one platform.
Can reach up to 90% of U.S. households through Comcast's nationwide footprint.
Performance+ campaigns continuously optimize for incremental reach, efficient frequency, online sales, app installs, or call volume.
Universal Audience Network includes more than 20 premium publishers.
Brands can target using data and familiar tools instead of TV schedules.
Track performance while campaigns are running for real-time optimization.
Viewers don't think in terms of linear versus streaming, and advertisers should not have to think about it either. With this launch, Universal Ads is delivering on its promise to bring the simplicity and sophistication of digital media buying to premium TV, backed by incredible scale, premium inventory, and industry-leading data capabilities. Universal Ads can reach up to 90% of U.S. households through Comcast's nationwide footprint and an expanded network of premium publishers, distributors, and streaming platforms. This broad, high-quality reach allows advertisers to run impactful TV campaigns with greater brand safety and consistent measurement across both linear and streaming environments.
Key benefits include the ability to reach people across TV and streaming at once, running ads on both linear TV and streaming services together in one place to reach more people than streaming alone; target the right audiences using data and familiar targeting tools to reach specific viewers instead of just buying ads based on TV schedules; optimize as you go by tracking performance while the campaign is running; and access safe, high-quality content where ads appear next to well-known, trusted TV programming. The newly available linear TV inventory is accessible through Universal Ads' Performance+ campaigns, which continuously optimize delivery to help brands achieve their objectives.
As James Borow, General Manager of Universal Ads, stated: "Viewers don't think in terms of linear versus streaming. Advertisers should not have to think about it either. With this launch, Universal Ads is delivering on its promise to bring the simplicity and sophistication of digital media buying to premium TV, backed by incredible scale, premium inventory, and industry-leading data capabilities."
Brian Leder, President at Ramp97, added: "Enabling our clients to effectively engage audiences across both streaming and linear TV has always been core to our strategy, but measuring true incrementality using existing technology platforms can be challenging. Having access to Comcast linear inventory through the Universal Ads platform to help find new audiences and better manage reach and frequency in premium environments creates significant value by helping our clients to connect with audiences that were previously difficult to target."
Universal Ads plans to further expand access to linear inventory for advertisers of any size as part of Universal Ads' product roadmap to reshape how TV advertising is both bought and sold.
About Universal Ads
Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter.
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