NBCUniversal Amplifies Integrated Advertising

Linda Yaccarino, President of Ad Sales for NBCUniversal, is rolling out a new approach to advertising this upfront season.

The effort is called "Digital.Amplified" and unifies the company’s broadcast, cable and digital advertising sales businesses under one umbrella.  This will enable advertisers to target their audiences across multiple platforms and devices while allowing media planning and strategy to be centralized with one core NBCUniversal team.

NBCUniversal has a very diverse portfolio of assets including the NBC broadcast network, Telemundo, USA, Bravo, E!, Oxygen and various digital properties, such as Fandango and Daily Candy.   

"The way we will come to market is really agnostic as to whether it's broadcast, cable or digital, and that’s what our customers are telling us they want," Yaccarino told Ad Week in March.  "We have all this stuff, so it’s almost limitless how we can creatively stitch together our content. And there’s an amplification of the content when the various elements are aligned. They’re stronger together."

NBCUniversal’s approach represents a departure from the way business is traditionally conducted at upfronts, as broadcast deals are typically closed before cable negotiations begin.

"A lot of our clients want to use TV in a way that’s more integrated and doesn’t necessarily differentiate between NBC and the cable networks," said Alan Cohen, CEO of OMD U.S in an interview with Ad Week. "So from that perspective, that single point of focus should really streamline the buying process.

This approach validates the importance for media companies to help advertisers reach their audience with a more uniform anytime, any place, any platform options.