NBCUniversal Helps Advertisers Become Original Programmers And Publishers With New Content Studio
New York, NY
New branded content group will develop and distribute short and long form content for advertisers in many formats across tv, digital and social platforms.
To capitalize on NBCUniversal’s successful history of delivering best-in-class creative and branded content campaigns to advertisers, NBCUniversal today announced the creation of The NBCU Content Studio. Led by Wendy Wildfeuer, Senior Vice President, The Content Studio, the studio will serve as a developer and producer of original content on behalf of its advertising partners. The content will be distributed on NBCUniversal and outside platforms.
The NBCU Content Studio will allow clients to take advantage of NBCUniversal’s vast storytelling expertise, data, insights, distribution partnerships and massive scale. It will tap into NBCUniversal’s creative and content community of writers, directors, talent as well as its network of production partners.
"Branded content is becoming increasingly more important as advertisers seek scaled opportunities to break out of the clutter in today’s crowded media landscape. We have a long history of working with national marketers to reach diverse audiences with custom creative content we develop for clients," said John Harrobin, Chief Marketing Officer, Advertising Sales, NBCUniversal. "The NBCU Content Studio makes it easier to bring clients the unique ideas and opportunities that only our portfolio of networks and talent can provide. Combined with our massive reach, distribution and advanced audience targeting capabilities, we now have another way to solve our brand partners’ needs, and enable them to build long term value with their customers."
The Studio will create content for advertisers that is tailored for each individual platform. Clients can also use this content for distribution across their brand platforms which could include their mobile sites, apps and retail channels. The Studio also will tap into NBCUniversal’s longstanding distribution and production partnerships.
For many years, NBCUniversal has developed custom short- and long-form content for advertising clients across the NBCUniversal portfolio and platforms including Amazon, Fiat and Paramount’s Zoolander 2; and integrated partnerships between Kohl’s and Nissan and NBC’s The Voice; Citi and The TODAY Concert Series; GE and The Tonight Show Starring Jimmy Fallon; and Comcast, Samsung, Toyota and USA’s Playing House.