SearchKings, a digital marketing firm specializing in service-based businesses, has introduced SearchKings TV (SKTV) – a TV advertising product integrated with Comcast’s Universal Ads API. The goal: to make premium, hyper-local TV campaigns accessible to small and mid-sized businesses, which historically haven’t had the scale or budget to play in the TV advertising arena.
With the SKTV offering, SearchKings’ more than 5,000 clients can now run TV and digital campaigns in tandem. Performance reporting for TV ads (via Comcast’s API) is surfaced directly within SearchKings’ platform, side by side with search and other paid media metrics. This unified dashboard allows clients to adjust media mix in real time. The integration also supports zip-code level geo-targeting and uses Comcast’s first-party, privacy-compliant household data. In addition, SearchKings handles creative development and production, eliminating upfront costs for clients.
Early pilot results have shown promising impact. Some customers report cost per lead dropping significantly, while lead volumes and organic engagement have increased. One HVAC provider noted cost per lead was down ~22%, and a regional plumbing business saw lead volume rise ~47% year over year — all attributed to the new TV channel access.
SKTV also gains access through Universal Ads to inventory across more than 15 major publishers and networks, including NBCUniversal, Fox, Roku, Paramount, LG Ad Solutions, A+E, and others. This provides participating advertisers with reach into premium video inventory alongside their digital buys.
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As Comcast’s Universal Ads API becomes a foundational layer for TV ad buying, SearchKings’ integration is among the early use cases showing how developers and marketing platforms can build TV campaign capabilities more quickly and cost-effectively than before.
What This Means for the Marketing & Advertising Industry
Television Advertising Becomes More Democratic
Historically, TV ads have been the domain of large brands — because of high production costs, minimum buys, and limited targeting precision. SKTV breaks down those barriers. By integrating with Comcast’s API, SearchKings is enabling smaller businesses to participate in premium TV markets with targeted reach and manageable budgets. The democratization of TV advertising could shift budget allocation in local media markets.
TV and Digital Campaigns Converge
One of the standout features is unified measurement: TV ad performance sits alongside search, display, or social metrics in the same platform. This convergence helps advertisers see how TV contributes to conversions or foot traffic, and enables cross-channel optimization. The ability to adjust media mix dynamically across channels is becoming table stakes in modern campaign management.
Precision Targeting Comes to TV
ZIP-level and interest-based targeting in TV campaigns provide marketers with much finer control over where ads run. Instead of broad market buys, advertisers can focus spend on neighborhoods or service zones. This aligns TV more closely with the precision marketers expect in digital channels. It also raises expectations for attribution models that can trace conversions from TV impressions.
Creative & Production Barriers Lowered
SKTV removes one of the biggest hurdles for local businesses: the cost and complexity of TV commercial production. By managing creative and production costs, SearchKings lowers the barrier for participation. As more platforms adopt this “creative-as-a-service” model, local advertisers may increasingly include video in their media mix.
Platform Ecosystem and API-Driven Growth
The Universal Ads API model is opening pathways for new entrants to build TV ad solutions. SearchKings is one example; more marketing technology platforms and agencies may follow suit. This may spur innovation in targeting, measurement, attribution, and campaign orchestration — similar to how APIs unlocked growth in programmatic display and social media ads.
Impacts on Businesses Operating in this Ecosystem
For Small & Mid-Sized Businesses
Local service businesses, retail shops, clinicians, and the like now gain access to a high-prestige ad channel previously out of reach. With better affordability, ease of campaign setup, and integrated measurement, they can test and scale local TV efforts as part of their marketing strategy. This may result in higher lead volume, better brand awareness, and improved ROI from their marketing spend.
For Agencies & Marketing Platforms
Digital-first agencies must adapt to include TV strategy in their offerings, or risk losing clients seeking holistic media coverage. Marketing platforms that integrate TV capabilities may differentiate themselves. Agencies that master cross-channel attribution, blended optimization, and hybrid media planning will gain an edge.
For TV Networks & Publishers
Networks and publishers stand to benefit from additional demand. As more local advertisers enter TV via platforms like SKTV, inventory that might have gone unused or low-yield could attract more buyers. This helps monetize local or regional ad slots. Moreover, platforms that support API access may see more third-party ad buying solutions integrate with them.
For AdTech & Measurement Vendors
The need for accurate measurement and attribution across TV and digital becomes more critical. AdTech vendors will be pressured to build hybrid attribution models, unify offline and online data, and deliver incrementality insights. Vendors that cannot support cross-channel visibility may be left behind.
For Technology & Platform Builders
The emergence of API-driven TV advertising encourages more tech innovation. Building modular, interoperable solutions (creative, measurement, campaign orchestration) will be key. Platforms that plug into Universal Ads or similar APIs, and provide seamless workflows, will be well-positioned to attract clients.
Conclusion
SearchKings has launched SKTV, using Comcast’s Universal Ads API. This change is significant for TV advertising. SKTV helps local and mid-sized businesses access premium TV inventory. They offer precise targeting, unified measurement, and no upfront creative costs. This way, SKTV connects digital and traditional channels effectively.
The ripple effects will be significant: TV advertising becomes more accessible; media planning strategies evolve into hybrid campaigns; and measurement models must adapt to cross-channel attribution. SKTV helps businesses, advertisers, agencies, and tech providers rethink TV’s role in today’s marketing mix.