- NBCU and Sky to partner on ad platform
- Platform aims to offer advertisers global scale
- It will leverage Sky’s AdSmart platform
NBCUniversal is set to partner with fellow Comcast stablemate Sky to launch a new global advertising venture.
The partnership means advertising for both Sky and NBCUniversal can be bought through the latter’s One Platform ad-buying service.
The project aims to enable marketers to leverage the “unparalleled scale and content” offered by the Comcast-owned companies, NBCUniversal said in an announcement. Sky was bought by Comcast in a £30 billion deal in 2018, following a long-winded battle over its ownership.
The platform will leverage Sky’s AdSmart technology which enables marketers to target the right consumers for their brand and business objectives across screens and across markets in the US and abroad. Advertisers will also have access to creative teams at both broadcasters.
The leaders of this new global division will be announced in the coming weeks, and will report into NBCUniversal chairman Linda Yaccarino as well as partner closely with Sky chief business officer Patrick Béhar.
It comes at a time when advertising revenue looks set to come under increased pressure due to the economic impact of the coronavirus lockdown. The U.S. TV industry as a whole could see up to US$12 billion in lost revenue in the first half of the year, according to research firm eMarketer.
“This effort matters more now than ever,” said Yaccarino, according to Reuters.
NBCU said: “Together, NBCUniversal and Sky reach an audience that spans more than half a billion viewers every month in more than 160 countries, giving marketers global scale through world-class TV content on every screen, live and on demand.”
It comes after Comcast delayed the launch of a joint news venture between its two media units due to the Covid-19 crisis. It was set to launch NBC Sky World News this summer but this has been pushed back.
- Read more: Comcast unveils NBC Sky World News service