NBCUniversal is taking its One Platform global in partnership with Comcast sibling FreeWheel, allowing marketers to manage global linear and connected TV campaigns in a single buy across markets in Europe, Asia, Australia and the Americas for the first time.
The expansion, announced during the Cannes Lions International Festival of Creativity today, covers content from more than 190 countries with launch partners that include Atresmedia in Spain, Bell Media in Canada, Seven West Media in Australia, Sky Media in the U.K., Talpa Network in the Netherlands, TF1 Group in France and Tokyo Broadcasting System in Japan. Omnicom Media Group is also on board on the buy side.
“We see a massive opportunity to serve marketers and agencies in the same way globally as we serve them in the U.S. marketplace,” NBCU President and Chief Business Officer Krishan Bhatia said in an interview. “There really has been no platform that was able to pull together content and audiences at scale, and particularly localized content that reaches audiences, in each of the relevant markets.”
Bhatia described One Platform globally as “soup to nuts from data and identity to automation to measurement.”