Comcast’s Universal Ads, designed to open new doors to brands seeking premium video opportunities, has initiated a new $5 million fund that provides resources to help e-commerce businesses drive incremental sales through TV advertising.
Introducing the Incrementality Fund.
For qualified merchants, the fund may provide up to $50,000 in ad credits and services, including help with ad creative production and incrementality measurement solutions.
At present, the Incrementality Fund is only available to Shopify Plus merchants. Comcast said it will expand to other businesses over time.
“We know that TV advertising not only offers brands the scale they’re used to with social ads, but it can drive tangible results,” said James Borow, Vice President of Product and Engineering at Universal Ads. “With Universal Ads’ new Incrementality Fund, we want to show brands new to this space that TV ads work—and that the last dollar spent on social performs better when it’s supported by the first dollar spent on TV.”
Launched in January, Universal Ads is a self-service premium video advertising platform that seeks to break down barriers to TV advertising, including creative and cost.
For Universal Ads, opening up “this valuable medium to digitally native, direct-to-consumer, and growth-stage brands who previously had no easy point of entry” is Task One.
“Shopify Plus merchants are some of the most sophisticated marketers on the planet, but advertising on TV has always been overwhelming to most of them,” said Maurice Rahmey, CEO of Disruptive Digital. “With the Incrementality Fund, Universal Ads is making getting started with TV advertising as easy as social and helping to demonstrate the sales lift that TV can bring to them.”
With Universal Ads, brands can reach qualified audiences alongside premium content from upward of 15 media brands — including A+E, AMC Networks, DIRECTV, Estrella Media/MediaCo, Fox Corporation, Fuse Media, LG Ad Solutions, NBCUniversal, Paramount, Roku, Scripps, Spectrum Reach, TelevisaUnivision, Vizio, Warner Bros. Discovery, and Xumo.
