Setting the Stage for NBCUniversal’s One Platform

Executives from One Platform which was introduced this past January during CES detailed its crossplatform approach earlier this week in a conference call with reporters amp160The game afoot as put forward on the call by Linda Yaccarino pictured at top NBCUniversalamp8217s chairman of advertising and partnerships is operating a workable smooth business model thatamp8217s compatible with buying ad time on linear or digital programming services and will reach all audiences everywhere they are across the full NBCUniversal ecosystemamp160amp160Yaccarino was joined on the call by other NBCU executives who oversee ad sales and ad techWhat NBCU will deliver starting with this Upfront cycle is amp8220the first singular platform that will allow marketers to transact with us in a unified technically sophisticated datadriven way amp8230 that actually reflects the consumer behavior and experienceamp8221 Yaccarino explained amp160amp8220We see marketers placing tremendous value on the seamless experience and datadriven targeting offered usually by tech companies amp160At the same time marketers know that in a world of fragmentation and divided attention itamp8217s stories that matteramp8220Storytelling moves people inspires action and ultimately helps sell the most productsamp8221 she addedThanks to a set of technology advancements grouped into three categories optimization planning and delivery and measurement One Platform will give Upfront time buyers four highways to travel for audiencebuildingOne is broad reach catching the widest net of viewers whether they watch the content on TVs through cablesatellite operators or through smartphonesTargeted campaigns by age and gender demographics is the second route handling linear digital video and smart TV setconnected devicetransmitted content at the same timeamp160Precise advanced target audience buys on a higher level of granularity is the third option in playamp160Rounding out this portfolioamp160 multielement sponsorships or campaigns geared to big live events such as the 2020 Olympics in Tokyo this summer award ceremonies and election night in NovemberTom Winiarski executive vice president of planning and monetizations at NBCU labeled the broad reach audience format amp8220our new standard for network and daypartspecific buys across all of our premium video and it will allow advertisers to take advantage of our unparalleled scale and reachamp8221In the optimization arena One Platform will incorporate Nielsen demo target audience data plus data science and organizing technology from 4C Insights amp160Contributions from Comcast advertising tech unit FreeWheel and independent entity Operative will streamline or simplify the planning and delivery process on each campaign amp160FreeWheelamp8217s process handles scheduling and trafficking of campaigns across linear addressable and digital platforms concurrentlyamp8220Making premium television content easier for advertisers to buy is a key priority for our industry and for the future of advertisingamp8221 said FreeWheel general manager Dave Clark in a prepared statementAs for measurement One Platform will operate under an enhanced version of NBCUamp8217s CFlight crossplatform impression system now incorporating coviewing of smart TV setdevicedelivered content from home usage away from home and shortform video viewership amp160Users also can access incampaign and postcampaign measurement dashboards for tracking crossplatform viewer trendsamp8220Weamp8217re excited about the progress against these capabilities which represent tens of millions of dollars of investment to deepen our partnership with our clients and to futureproof our advertising businessamp8221 noted Krishan Bhatia NBCUamp8217s executive vice president of business operations and strategyPostCES reaction to One Platform has amp8220been overwhelmingly positiveamp8221 according to NBCU copresident of advertising sales and partnerships Mark Marshall amp160amp8220In every meeting weamp8217re feeling the excitement about what this means not just for how companies work with us but what it means for our employees and the full industryamp8221 he saidAdvertising officials also like One Platformamp8217s endtoend commitment to full transparency and brand safety amp160amp8220That was our No 1 priorityamp8221 declared copresident of ad sales and partnerships Laura Molenamp160 Whatamp8217s more Molen confirmed One Platform will work off the bat with Peacock when that NBCU megaprogramming venture kicks off April 15 via Comcast and other cable systems followed by other platforms two months laterXandr will showcase its crossplatform abilities May 13 during its firstever Upfront event with sister ATampampTbacked Warner Media in New Yorkamp160 Later that day ViacomCBS will stage its first Upfront ceremony ever and that may be the place to highlight the next generation of VantageClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Setting the Stage for NBCUniversal’s One Platform

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Setting the Stage for NBCUniversal’s One Platform

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