Comcast’s launch of a TV advertising platform that will simplify purchasing ads from several programming networks will enable premium video to better compete with social media companies for ad dollars, said MVPD officials and programmers at a CES panel Wednesday. Companies looking to advertise on premium video channels haven’t historically had “an 'easy' button” for completing those transactions, while companies such as Meta have made such sales very simple, said Mark Marshall, NBCUniversal chairman-global advertising and partnerships. Comcast's new Universal Ads platform will enable companies that hadn’t been able to get ads on national network television to do so, Marshall added. “Joe’s Pizza in New Haven, Connecticut,” has “never had an option to be on Sunday Night Football, and now they can be." Companies such as Fox, NBCU and Warner Bros Discovery don’t compete “at a very granular level” for small and mid-sized business advertising, so banding together to achieve a more competitive scale with social media platforms makes sense, said Fox’s Jeff Collins, president-advertising sales, marketing and brand partnerships. By opening the field of potential advertisers, the new platform could also help address the issue of repeat ads on streaming platforms, said Ryan Gould, executive vice president, sales-streaming, digital and advanced advertising for Warner Bros Discovery.
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