Your all access pass to NBCUniversal
We partnered with NBCU to unify all their networks under one digital property.
Reach Redefined
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.
All Together. Different.
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.
On each network page, the stars and programming content spoke for itself to maintain the brand voice. All pages were modeled on a common structure, portraying NBCU as a single force, which was embodied by the name, “All Together. Different.”
The site was also optimized for mobile use, so media buyers had access to all NBCU opportunities and innovations anytime, from any device. It also allowed for integration with key industry events, such as Upfronts, enabling both attendees and non-attendees to interact and stream sessions.
As the new hub for all NBCU media sales, the site had to allow for collaboration between teams across the networks. We designed a backend CMS with an account management system that integrated with the internal software infrastructure to allow for seamless updates.
Your all access pass to NBCUniversal
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.