NBCUniversal expands One Platform technology in Australia with Seven West Media

NBCUniversal COMcast

Krishan Bhatia: “We hope to build a more scalable TV advertising ecosystem for the benefit of all participants”

NBCUniversal has announced the strategic expansion of its global One Platform technology and content offering in Australia with Seven West Media.

In partnership with FreeWheel, globally-minded marketers now have access to the best global-to-local content from over 190 countries spanning Europe, Asia, the Americas and Australia.

This expansion will enable marketers to manage multi-market campaigns across addressable linear TV, CTV, and premium digital video ad inventory in a single buy for the first time.

Launch partners for the expansion include ATRESMEDIA, Bell Media, Seven West Media, Sky Media, Talpa Network, TF1 Group, Tokyo Broadcasting System (TBS) and Omnicom Media Group

NBCUniversal’s One Platform reaches one billion consumers globally every month. Marketers looking to diversify their global budgets can now reach millions more consumers and have frictionless access to brand-safe ad inventory across a diverse network of over 100 premium broadcasters, 1,000 digital publishers, and more than 50 demand-side platforms in one singular seamless transaction.
Meanwhile, publishing partners looking to compete in an increasingly globalised media marketplace can leverage One Platform’s centralised framework and operational processes to drive incremental revenue growth.

Underpinned by FreeWheel’s technology, this expanded offering provides marketers with the ability to execute advanced advertising solutions at scale across premium networks, and geographical boundaries in a more simplified way to maximize return on investment. With the flexibility to transact via direct buys as well as programmatic, marketers can manage their multi-market, multi-screen video campaigns to drive incremental reach and activate their campaigns across the full purchase funnel.

By bringing together leading local broadcasters and publishers across the world, NBCUniversal seeks to enhance the premium video ecosystem and build the foundation for greater industry advancement and collaboration at an international level, across data and identity, activation and automation, ad innovation, and measurement. One Platform’s expanded global offering will be fully operational and ready to transact starting October 2023.   

Krishan Bhatia, president & chief business officer, NBCUniversal, said: “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.
“By uniting Comcast’s position in premium content, global marketer relationships and technology expertise in NBCUniversal and FreeWheel, we’re scaling our platform and capabilities to deliver monetisation at scale. Through cross-industry partnerships with leading programmers, we hope to build a more scalable TV advertising ecosystem for the benefit of all participants.”

James Rooke, president of Comcast Advertising added: “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. FreeWheel’s technology provides the key underpinning that enables multi-screen audiences to be transacted across geographies in a more simplified way, giving buyers and sellers the streamlined access to supply and demand they need to thrive in an increasingly global marketplace.”

Johan Boserup, Global CEO, Investment, Omnicom Media Group, added: “Today there is huge friction when trying to execute from a single access point, a multi-market, multi publisher premium CTV campaign. Add the need for mass reach and scale, standardisation of measurement and reporting, and that friction is currently a barrier to entry.
“One Platform marks a significant step forward in solving these challenges, and one that aligns with OMG’s commitment to delivering first-mover solutions that enable competitive advantage for our clients in a changing marketplace.”

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