NBCUniversal
NBCUniversal (NBCU) is one of the world’s leading media and entertainment companies, combining dozens of television networks and properties under one roof. While advertisers value the potential reach of such an extensive portfolio, the diversity leads to operational complexity for NBCU. Each network had its own sales process, which made it difficult for brands to find and navigate opportunities. To leverage the power of its networks, NBCU partnered with Division Of/ to create a digital property that unified the networks and flattened the sales structure into a seamless experience for agencies and brands.
We knew immediately what not to do: a basic common portfolio site with a page for every network would neither help media buyers make the most of NBCU’s portfolio nor maximize media sales across networks. Since visitors to the site already have an idea of who they’re trying to reach, we created a personalized experience modeled after recommendation engines used by popular video streaming services. Based on his audience profile, each visitor would see relevant content that encouraged exploration of the networks and programs across the entire NBCU portfolio.
Upon launch of the site, NBCU proved that traditional media can lead the charge into digital integration. The unified network site offers media planners new opportunities to allocate spend and reach markets, and the industry has responded with overwhelming enthusiasm. The site plays an integral part in NBCU’s ad sales marketing strategy, and Division Of/ is proud to continue to build the property as the industry evolves.
Learn more at: https://divisionof.com/cases/nbcuniversal/