Krishan Bhatia de NBCUniversal
Krishan Bhatia, EVP, Business Operations and Strategy, NBCUniversal, believes in the power of TV combined with the flexibility of digital.
“And this is not different from premium video. Marketers should adapt their plans to the rapid scenery change that in our case is increasingly boosted by OTT/CTV, a third part of the total consumption growth,” explained Bathia, who was part of the online presentation One Industry Update, made by NBCUniversal for the media and advertisers.
He said that for the first time, the company is offering optimization in the frequency of the scope on crossed platforms, based on data in real-time across digital and linear platforms.
Another aspect they are working on with their clients recognizes that transactional treatment of the Upfront, on one hand, and digital terms and conditions, on the other, must be aligned with the dynamic nature of consumption.
He mentioned that the One Platform strategy constantly grows, offering much more scale than any other media company in the business.
“We constantly expand our reach with new points of encounter, including our alliances on each platform, from Apple to Twitter and YouTube. Based on this success we have had with our current monetization partners, this year we will launch a premium cross-publisher audience network that will give marketers scope and approach based on OTT audiences; delivered with 100% premium short and long format content. All this bolstered by our unified ad server,” he explained.
