LAS VEGAS — Mark McKee wants to make TV-buying simple again.
For the TV and premium streaming category to compete effectively, it needs to adopt some of the practices that larger digital platforms have successfully implemented, according to the EVP and GM of Comcast’s FreeWheel.
In this video interview with Beet.TV, McKee said providing more transparent and simplistic ways of operating is what is needed to help the industry stay competitive in an increasingly complex environment.
Introducing Universal Ads
As one expression of that, Comcast recently announced the launch of Universal Ads, powered by FreeWheel.
This offering includes TV/video owners like A+E Networks, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery and Xumo, and aims to bring the simplicity of digital platforms and social video to the streaming category, something which could extend the TV advertising domain to brands that had never even considered the channel.
Universal Ads enables advertisers to deliver results, provide transparent and safe content, and drive performance for their brands as they graduate from search or social landscapes and seek to build their brand and increase reach.
“As we think about this year, it’s direct connections, it’s having a better end-to-end process between buyer and seller,” said McKee.
“And I do think we’re in a very unique position to give that transparency, that optionality, and that choice to both the buy and sell sides that they haven’t seen in the past.”
Comcast Advertising Aims to Make TV Ad Buying as Simple as Social
FreeWheel’s roster of solutions
FreeWheel, a Comcast company, provides advertising management solutions for the television and video industry.
Its services facilitate the monetization of content across multiple screens and platforms, supporting publishers, advertisers, and media buyers.
The platform includes tools for ad serving, inventory management, and data analytics, aiming to optimize advertising strategies and revenue streams.
You’re watching “Bringing Simplicity to TV Advertising”, a Beet.TV Leadership Series at CES 2025 presented by FreeWheel. For more videos from this series, please visit this page. You can view all of our CES 2025 content here..
