FreeWheel, a subsidiary of Comcast, deploys Universal Ads, a self-service platform. In collaboration with NBCUniversal, Fox, Warner Bros. Discovery, Paramount and Roku, this initiative simplifies the purchase of advertising space while competing with digital giants like Google and Meta.
Universal Ads addresses the barriers that hold back SMBs, including tool complexity and high costs. According to James Rooke, president of Comcast Advertising, the goal is to make TV advertising as intuitive and efficient as the digital solutions of the major platforms.
The platform allows you to create advertising campaigns tailored to specific objectives, such as maximizing impressions or achieving specific conversions. It also integrates artificial intelligence tools capable of transforming existing content from social networks into television advertisements.
Currently in the alpha testing phase, Universal Ads will be available to the general public by mid-year. Although designed for small and medium-sized businesses, this solution could also appeal to large advertisers by simplifying a complex and fragmented television advertising market.
