NBCUniversal is expanding its One Platform to enable marketers to reach a global audience and manage multi-market ad campaigns across linear TV, connected TV, and premium digital video inventory in a single buy.
This comes as One Platform – which offers advertising technology, data, measurement, and content – has partnered with Comcast’s Freewheel, an advertising management solution that enables clients to manage and monetize premium video ad inventory, with access to content from over 190 countries.
“Across the world, we see the power of premium content to engage audiences and drive impact for businesses. And yet, the complexity of transacting across multiple markets at scale has so far kept marketers from accessing an increasingly global consumer base,” said Johan Boserup, global CEO, investment at Omnicom Media, which joined the launch of the partnership.
“Add the need for mass reach and scale, standardization of measurement and reporting, and that friction is currently a barrier to entry,” he added.
The new offering would allow marketers to diversify their global budgets. reach millions more consumers, and enjoy access to brand-safe ad inventory across a network of over 100 broadcasters, 1,000 digital publishers, and over 50 demand-side platforms in one transaction.
“We’re on a journey to connect the premium video industry in a way that brings scale and simplicity to TV ad buying. Our partnership with NBCUniversal and the other international broadcasters is a perfect example of this,” said Comcast Advertising President, James Rooke.
Aside from Omnicom Media, launch partners also included Spain’s Atresmedia, Canada’s Bell Media, Australia’s Seven West Media, Sky Media in the U.K., Talpa Network in the Netherlands, France’s TF1 Group, and Tokyo Broadcasting System in Japan.
The new offering was unveiled at Cannes Lions Festival of Creativity in Cannes, France and will be operational in October.