The sky is the limit for global addressable television at NBCU given its joint advertising initiative with Sky, which NBCU parent Comcast purchased in the fall of 2018. \u201cThe exchange of best practices between the two is really going to help us both,\u201d says Denise Colella, SVP of Advanced Advertising at NBCU.<\/p>\n

In this interview with Beet.TV, Colella talks about working with Sky, which is 100% addressable, and the value of the OpenAP<\/a> audience-targeting consortium in the wake of the departure of Warner Media.<\/p>\n

NBCU recently renamed Audience Studio, its in-house, audience-targeting offerings, to AdSmart, which is the moniker Sky has used, as Reuters reports<\/a>. NBCU is sending a team to Europe next month to discuss how to service brands together on a global basis, according to Colella.<\/p>\n

\u201cWe understand that data\u2019s different and vendors are different and systems are different. But many times, a brand is looking to create a global marketing campaign\u201d based on a common audience target or \u201cdifferent audiences for different locales.\u201d<\/p>\n

Given NBCU\u2019s presence in the U.S. and Sky\u2019s in the U.K., Italy and Germany, advertisers \u201ccan put a greater footprint on their campaign,\u201d she says.<\/p>\n

In the United States, the first attribute of OpenAP is simplification, according to Colella<\/a>. \u201cRather than clients going ahead and creating an audience target once for us, once for Fox, once for Viacom, they\u2019re able to create that target audience once and then spread it amongst the publishers.\u201d<\/p>\n

Other benefits include scale and unified workflow. \u201cEvery publisher that\u2019s in the consortium will offer that same workflow, so it will be easier for our agencies and for our brands.\u201d OpenAP is about to release version #2 of its open workflow. \u201cWhat it does do is it allows people to transact in the same way. What it doesn\u2019t do is determine spend between the publishers, because of course everyone has their own secret sauce,\u201d Colella says.<\/p>\n

Lastly, she adds about OpenAP, \u201cWe really try to pool the advanced advertising spend to come up with better solutions for our agencies.\u201d<\/p>\n

NBCU\u2019s own identity graph was made available to OpenAP last summer \u201cand we\u2019ll be implementing that later this year.\u201d<\/p>\n

Asked about the upcoming Cannes Lions<\/a> gathering, Colella says that while advanced audience targeting is important, her main focus will be on content.<\/p>\n

\u201cWe have both talent in front of the camera and behind the camera. Everything from storytelling to video to advertising and we want to bring that to the forefront.\u201d<\/p>\n

This video is part of the Beet.TV preview series titled \u201cThe Road to Cannes.\u201d The series is sponsored by 4INFO<\/a>. Please visit this page<\/a> for additional segments.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The sky is the limit for global addressable television at NBCU given its joint advertising initiative with Sky, which NBCU parent Comcast purchased in the fall of 2018. \u201cThe exchange of best practices between the two is really going to help us both,\u201d says Denise Colella, SVP of Advanced Advertising at NBCU. In this interview […]<\/p>\n","protected":false},"author":17,"featured_media":60641,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7977],"tags":[5296,4732,5916,6273,6285,7388,7993],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60639"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60639"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60639\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60641"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}