Universal Ads Brings Creator Content to TV Advertising

Universal Ads Brings Creator Content to TV Advertising

New creator-led channels expand Universal Ads’ premium video inventory, helping brands bring creator-driven strategies from social media to streaming TV

Today, Universal Ads, which enables brands of any size to create, buy, and measure ads across premium video, announced new access to creator-led streaming inventory so advertisers can easily extend their creator-driven strategies onto the biggest screen in the home. As U.S. creator ad spend is projected to reach $43.9 billion this year — with spend beyond social content up 56% — creators’ power to capture audience attention has never been clearer.i

With Universal Ads, advertisers can now tap into that cultural relevance on TV, bringing creator-driven strategies from social media to the biggest screen in the home. Universal Ads’ expanded creator-led streaming inventory gives brands new ways to advertise alongside content that increasingly shapes how consumers discover, watch, and engage with brands, including:

• Creator-led channels including BIZARRE, Creator TV, The Design Network, MeatEater, and Tastemade
• Programming featuring creators such as Trey Kennedy, King Bach, Kylie Katich, Wengie, and Daphnique Springs

“For brands interested in aligning their content with creators on the biggest screen in the house, this is the best way to do that,” said Daniel Druger, Vice President of Product, Universal Ads. “Whether a brand wants to collaborate with a creator to bring their message to life in an authentic way or reach viewers alongside creator-produced programming, Universal Ads makes it easier to extend those strategies to television.”

For advertisers, the new inventory expands the range of content environments available through Universal Ads while keeping the buying experience simple and familiar. Brands can create, buy, and measure campaigns by leveraging premium creator inventory across premium video from a single self-service platform, helping them reach desired audiences without the complexity that has historically made TV advertising difficult to access.

The announcement builds on Universal Ads’ continued investment in creator-led advertising. Earlier this year, Universal Ads launched Creator Studio, Powered by Insense, a managed-service program that helps advertisers develop creator-led, TV-ready video ads for premium streaming campaigns. Through Creator Studio, brands can work with vetted creators and production support to develop authentic, performance-minded creative built for television.

Creator content has already transformed how brands build relevance on social. Now, as audiences spend more time streaming, TV offers the next frontier: a premium, high-attention environment where creators’ influence can translate into broader reach, deeper engagement, and measurable brand impact.

About Universal Ads

Universal Ads enables any brand, of any size, to make and buy commercials across premium video, reaching new audiences at scale. Universal Ads combines premium and brand-safe video content directly from major publishers and distributors with the ease and familiarity of social ad buying. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter. For more information visit www.UniversalAds.com.

i IAB Creator Ad Spend & Strategy Report 2025

Media Contact:
Emily Miller
Emily_miller@comcast.com

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