Presentación NBCU
“In our company, transformation is already underway. For years we have been building One Platform while investing in all these tools and in an amazing amount of content. We can already see what the future of video and advertising looks like. This is why we have realigned our content business to look exactly the way One Platform works,” said Linda Yaccarino, Chairman of Advertising Alliances at NBCUniversal, during the online presentation of One Industry Update to clients and the media. Also taking part in the talk about NBCUniversal’s new TV and digital ad buying and management operation were Laura Molen and Mark Marshall, joint presidents of advertising sales and alliances; Krishan Bhatia, executive VP, business operations and strategy; and Josh Feldman, executive VP, head of marketing and advertising creativity. Molen highlighted the efforts being made to reduce the length of commercials onscreen and how One Platform helps optimize clients’ ads. “Prime Pods showed us how less clutter can mean greater brand impact. We will continue looking for ways to minimize clutter starting with some of our higher profile programs with the greatest impact,” she said. Marshall noted how One Platform merges the power of linear with the ease and fluency of digital. “One Platform is basically everything advertisers have been asking us for: a way to give each onscreen brand impression real impact and dynamically adapt them to consumer habits that are constantly changing.” Yaccarino announced the launch of One Platform at an international level in partnership with Sky,Comcast’s European pay TV operator.
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