Comcast’s NBCUniversal has announced a strategic expansion of its global one-platform advertising technology, data, metering and content offerings that enable marketers to run multi-market advertising campaigns across linear TV, connected TV and premium digital video inventory with a single purchase manage.
One Platform partners with FreeWheel, Comcast’s advertising management solution that enables clients to manage and monetize premium video ad inventory to give “globally-focused marketers… access to the best global to local content from over 190 countries across Europe, Asia and Australia.” , and America.” Powered by FreeWheel’s technology, the expanded offering gives marketers the ability to “more easily deploy advanced advertising solutions at scale across premium networks and geographic boundaries to maximize return on investment,” it said the company.
The new offering, unveiled at Cannes Lions 2023, will be fully operational from October.
Launch partners include Spanish media giant Atresmedia, Bell Media of Canada, Seven West Media of Australia, Sky Media in the UK, Talpa Network in the Netherlands, France’s TF1 Group, Tokyo Broadcasting System (TBS) in Japan and Omnicom Media Group US-based media services unit of advertising giant Omnicom Group.
“Today, there is tremendous friction when attempting to deliver a premium connected TV campaign across multiple markets and publishers from a single access point,” said Johan Boserup, global CEO of investments at Omnicom Media. “Add to this the need for mass reach and scale, as well as standardization of measurements and reports, and friction is currently a barrier to entry.”
Krishan Bhatia, President and Chief Business Officer at NBCUniversal, added, “Around the world, we are seeing the power of premium content to engage audiences and increase impact for businesses.” Markets have largely prevented marketers from accessing an increasingly global consumer base.”
The new offer should make things easier. “Marketers looking to diversify their global budgets can now reach millions more consumers and seamlessly access brand-safe advertising inventory across a diverse network of 100+ premium broadcasters, 1,000 digital publishers and 50+ demand-side platforms.” Transaction,” said NBC Universal. The One Platform’s “centralized framework and operational processes” also indicate the ability to “drive incremental revenue growth.”
James Rooke, President of Comcast Advertising, said, “We are on a journey to connect the premium video industry in a way that makes buying TV advertising more scalable and simple.” Our partnership with NBCUniversal and the other international broadcasters is a perfect example of that.”