Digital Video Advertising Made Simple for SMBs

Comcast, the 2nd largest cable TV company by subscribers and the largest home internet service provider in the United States, is looking to attract small and medium-sized businesses to a new way of video advertising. Much like the old days of zoned cable, the media giant has created a turnkey product that will compete with platforms like YouTube, Facebook, Instagram, and TikTok.

The product is called Universal Ads. It is defined as ‘an advertising solution that leverages a vast digital ecosystem, including its cable and streaming platforms, to deliver targeted, cross-platform ad experiences.’

For what it’s worth … ‘ecosystem’ is my second favorite word. ‘Gubernatorial’ is my absolute favorite. You can’t help but sound smart when you use these words.

Are universal ads a good idea for my SMB?

Well, maybe … having never used the platform it will be hard for me to criticize it. That being said, it’s my job to scrutinize these things for a couple of dozen wonderful reasons I call clients.

Let’s dive in, shall we?

What are the people selling universal ads saying about this new platform?

Well, we know how they are using big words to define it, but let’s take a moment to consider a few of their selling points.

3. Measurement, or as we call it in the business – reports that justify your investment, are a component of Universal Ads. I’m going to bet that these reports are similar to what our friends who sell CTV use. See? Your money is being well spent!

4. Last but not least, Universal Ads utilizes frequency management tools (just like Meta) that help you manage your campaign to keep from serving your ad 15 times to one poor unfortunate soul who doesn’t want to buy your product or service.

What are the potential drawbacks of universal ads?

I appreciate Comcast’s effort to create a turnkey video solution for SMBs that directly competes with existing platforms that small and medium-sized businesses are currently using to serve ad messages in defined areas to specific audiences.

In many ways, this is simply ‘CTV for Dummies’ and as such comes with the same opaque challenges that I have with CTV, which, for the record, we buy in Southern California, Phoenix, and a small rural market in Northern Arizona. The main difference, or really, the only difference as I see it is the addition of non-linear video products.

Comcast serves as the middleman and in doing so is paid a fee. No problem there, they are in the business of business, right? But just like CTV the money you agree to pay and the bids they make for the CPM’s are two entirely different numbers that you as the advertiser never see. For the record, we as the agency don’t see them either. Blog to follow.

This is where I experience different emotions and is the reason why even taxi drivers in Mexico sell CTV.

What should small and medium-sized businesses do to efficiently serve video ads to their potential customers?

Not to sound too much like 1998 but the sight, sound, color, and motion of a video message are tough to beat. Social media platforms are favorable to video as it is more engaging to users which is why your Facebook feed is one guy after another landing a beautiful fish on a dry fly (or maybe that’s just me?).

Digital platforms like Facebook, TikTok, and YouTube were initially very advantageous for smaller businesses but their popularity has made them less attractive. Brands with smaller budgets need to be efficient with their limited advertising budgets. I will say that there is a price to pay for ‘turnkey solutions’ and that price may be a lack of efficiency.

The advent of Universal ads means we have another platform to serve video ads. Like many of the platforms out there, this one comes with a middle-man.

This reinforces my assertion that small and medium-sized businesses rely on vendors that are not built to serve their limited needs. This is where an in-house expert or ad agency may come into play. Just be sure to pick one that has your best interests as their priority.

My advice for clients and non-clients alike is to create and implement an integrated marketing strategy based on an investment level that you can maintain without having to drive a taxi in Mexico in your spare time.

Note that ‘integrated’ is right up there with ‘ecosystem’ and ‘gubernatorial’ by way of important words.

If you are looking to create an integrated marketing campaign for your brand and have questions on what’s best, feel free to email me at ed.olsen@rethincadvertising.com or give me a call at 602.284.6722.