The real competition between TV providers and broadcasters is not with each other. It's a social media video. At least that's what Comcast Advertising President James Rooke says. During an interview at CES 2025 in Las Vegas on Wednesday. The advertising officer is talking about the company's Monday. Launching. A solution that allows marketers of “universal ads” to buy TV ads from media companies in one place.
A+E AMC Networks; DIRECTV, Fox Corporation; NBC Universal; Paramount; Roku Televisa Univision, Warner Bros. Launch partners for universal advertising include Discovery and Xumo. Inventory for universal ads will begin with streaming inventory, with plans to add solutions for linear TV inventory over time.
The goal is to simplify buying TV ads to better compete with how easy it is to buy ads on social video sites like YouTube. In other words, Buying streaming TV ads should be as easy as buying ads on social video, with no learning curve to get started.
“There are millions of advertisers out there promoting their businesses through social video, Built on YouTube ads, Advertising solutions from companies like that don't have the ability to harness the power of content. Everyone else is just as simple as they want it to be,” Rooke said. “And when we talk to advertisers who have built their business on social, we're looking for new, qualified audiences.”
They're also looking to be associated with brand-safe content. In the past, social video wasn't always available as an advertiser Strike. YouTube and more Social sites It has been proven.
Once universal ads are launched, Companies are hoping to make their “best of” video another category, considered by marketers advertising on social video, similar to what's found on YouTube or more. Similar to what's found in Meta's apps, the Comcast executive noted.
Much of the competition and growth in the industry comes from social video. Other TV providers or even streamers like Netflix and Amazon don't have to, Rooke said.
“We compete with these companies in some ways, but the real competition is coming from new providers that are going after TV dollars…so if you look at where the growth is, we're all doing really well in terms of our growth. CTV (connected TV) businesses — our streaming businesses — and app revenue from that, but most of the growth is in social video, and that's not going to slow down,” Rooke said. pointed out.
That's why Comcast made its decision to go after new net dollars where growth was occurring, as opposed to going after the same ad dollars as before.
YouTube done. Work Many years Make more TV ad dollars.Especially since its service is now more popular on TVs. Almost half of the viewers.