What is the difference between Performance+ and Content Select?

Performance+ delivers your message to the right audience at the right moment across TV, optimized for measurable results. Content Select places your ad during specific shows and live moments your audience already watches.

How do I know what to set as my bid or budget?

You control your budget and can start, stop or pause any time. Your bid is the maximum CPM used to deliver your ad. If unsure, start at $10 and adjust.

How long should I run my campaign before making changes?

Run for 4 to 6 weeks, with a minimum of 14 days, so your ad has time to reach your audience.

Launch your TV campaign in 6 simple steps then leave the rest to us

Family of four sitting on couch together watching TV in a dimly lit living room with purple lighting.

Published:

May 15, 2026

With Universal Ads you can launch a TV campaign yourself in six steps: pick a campaign type, set a goal, set a budget, choose your audience, add your creative and measure results. It is self-serve, with premium video inventory from top publishers.

A self-serve TV advertising platform lets you buy and manage ads yourself, without a media buyer or sales rep. Universal Ads is Comcast Advertising's self-serve platform and reaches up to 90% of U.S. households.

Step 1: Pick your campaign type

Before launching, decide the type of campaign:

Performance+ delivers your message to the right audience at the right moment, wherever they are watching TV, to drive measurable results.
Content Select places your ad during the shows and live moments your audience is already watching.

Step 2: What’s your goal?

Do you want to build awareness, or drive actions like site visits and sales? TV advertising works best when campaigns are aligned to a clear, measurable outcome.

Step 3: Set your budget

You are in control. Set your budget, see how it performs and adjust. You can start, stop or pause any time.

Pro tip: your bid is the maximum cost per thousand impressions (CPM) we will use to deliver your ad. If you are not sure where to start, we suggest $10, then adjust.

Step 4: Reach your audience

Target by zip code, demographics, interests and behavior, or upload your own customer lists to include or exclude.

Pro tip: start with one or two targeting layers. Too much narrows your audience and can make delivery harder.

Step 5: Add your creative

You do not need a production crew. Reuse social video, or use the in-platform artificial intelligence (AI) Video Generator to turn brand assets into TV-ready ads in minutes. Our creative partners can help too.

Pro tip: test more than one creative version.

Step 6: Measure what matters

Use in-platform attribution and always-on reporting to track your key metrics. To prove incremental impact, we will connect you with third-party measurement partners.

Pro tip: run for 4 to 6 weeks, or at least 14 days, so your ad reaches your audience a few times over a steady period.

What "leave the rest to us" means

After you launch, Universal Ads handles delivery across 20+ premium publishers and gives you always-on reporting. Want to talk through your setup? Book a demo with our team.

How to choose a self-serve TV platform

Ask:

Is there a minimum spend or contract?
Do I control budget, bid and audience?
Which publishers will my ad run on?
Is creative help included?
Can I see results and add independent measurement?

Universal Ads answers each: no long-term commitment, you control budget and bids, premium publishers, creative support, and always-on reporting with measurement partners.

What Universal Ads includes

Feature

Detail

Campaign types

Performance+ and Content Select

Budget

You set it. Suggested starting bid: $10 maximum CPM

Targeting

ZIP code, demographics, interests, behavior, and customer lists

Creative

Social video, AI Video Generator, and creative partners

Measurement

In-platform attribution, always-on reporting, and measurement partners

Reach

Up to 90% of U.S. households

Your next step with Universal Ads

Universal Ads is a strong fit if you are a first-time TV advertiser, a local or small business, or a growing brand that wants to start small and scale on results. Create your Universal Ads account and launch your first campaign today.