NBCUniversal's all-encompassing One Platform, its unified cross-media platform selling service, is streamlining operations -- converging advertiser-brand and media agency teams, as well as bringing on media and technology expertise across every team.
All this, says the company, will give clients simpler and easier access with “fewer touchpoints”. NBCU says in-house “experts” will be installed at all its selling teams across every agency, category, and advertising product.
As part of the announcement, NBCU also says it will be tripling investments when it comes to data, measurement, and ad technology products.
In addition, NBCU will be making a new effort to pursue smaller marketers -- businesses that have never considered buying TV, but that might have been buying digital media. In that regard, NBC says these new teams would be similar to those “teams at Meta and Google.”
Mark Marshall, president of advertising/client partnerships at NBCUniversal, will head up the new combined national sales teams. Additional, he will be working closely with the new small business group along with Frank Comerford, chief revenue officer/president of commercial operations NBC Owned Stations.
The “convergence” itself will be headed by Tom Winiarski, president of platform monetization at NBCU and his team, serving as a bridge between linear TV and digital inventory and clients.
Last July, in reporting its completed TV upfront advertising deals at more than $7 billion for the 2022-2023 TV season, NBCU said One Platform, witnessed a 48% increase in business year-over-year. One Platform was originally launched in January 2020 at the Consumer Electronics Show.
This story has been updated.