Yesterday represented seminal moment for SME advertising and broadcasters. Channel 4, Sky and ITV joined forces and officially opened our doors to SME businesses across the UK. From today they are now able to access the power of TV on a self serve basis through Comcast's Universal Ads. According to Probability 2, a study by Ebiquity plc, WPP and Gain Theory which looked ROI driven across +£1.8bn of media investment, TV delivered 55% of of all profitability, yet only received 44% of budgets. While impressive, that only tells a fraction of the story due to the majority of the data coming from larger business. For SMEs the lion share of ad investment is spent on less profitable media channels (social, search, digital display etc), meaning until now failed to capatlise on the most effective media channel. Understandably they have prioritised ease of access over optimal effectiveness due the barrier of entry to TV. That changed yesterday. TV = Profit! #TV #Profit 💚 📺 🚀
Calling all SMEs — TV advertising just opened up! Today sees the UK launch of Universal Ads — a new self-service advertising platform from Comcast in partnership with ITV, Sky, Channel 4 and Universal Ads. It allows small and medium-sized businesses to run campaigns across all three broadcasters from one place, with the platform enabling advertisers to go live in minutes. This is an important moment for our industry. By simplifying how TV is bought, we can make it easier for SMEs to access premium media, and bring new brands and categories into TV, and help ensure premium TV remains innovative and competitive alongside global social and digital platforms. Collaboration like this is key to unlocking the next phase of growth for TV advertising — made possible by a year of close collaboration between Sky, Channel 4, ITV, and Comcast’s product, operations and commercial teams 👏🏾👏🏾👏🏾👏🏾 💚💚💚💚 To find out more, please visit www.universalads.com/uk
