James Rooke emphasized the competition between traditional TV providers and social video platforms, stating, 'The real competition isn't each other, it's social video.' With the new universal ads, Comcast Advertising aims to create a streamlined process for marketers to purchase TV ads effortlessly, similar to social video platforms like YouTube.
Rooke highlighted the vast market of advertisers leveraging social video, mentioning, 'There are millions of advertisers… that haven't had the ability to access the power of the content and the advertising solutions… as simply as they would like to.' The universal ads initiative could bridge this gap.
He mentioned advertisers' concerns regarding brand safety, stating, 'They’re also looking to have their business associated with content that is brand-safe, something social video can't always provide.' This highlights a push towards ensuring ad placements on premium, safer content.
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