Comcast and NBCUniversal Ad Strategy
Comcast new cross-promotional ad strategy is working well for everyone.
As Comcast Corporation had purchased NBCUniversal in 2011 and agreed to the terms and conditions, the broadcasting company is required to treat online media services equally and provide the same NBCUniversal content and the service access to all streaming services as it provides to cable companies under the same terms and conditions.
For many years NBCUniversal and its parent company Comcast Corporation have both been providing their own cross-promotions to television shows and movies. However during the previous 18 months, the company has quietly opened up about their media strategy which they have labeled as Symphony. they have even provided it to companies like Microsoft for their Surface Pro 3 tablet.
According to Comcast news, this would allow the marketers to make most of the assets being provided in a variety by Comcast that includes websites, television channels, talent and theme parks for their ad campaigns. Their internal creative agency -Content Innovation Agency, basically helps marketers in order to create the content for their promotions.
“It’s a big commitment for our company to engage our creatives to partner with a client to do these campaigns,” Ms. Yaccarino said. “We don’t have enough supply to answer the demand.”
Apple Inc. is one of the new streaming services. If Comcast fails to come to terms with Apple, the iPhone maker reserves the right to file a petition in Department of Justice for approval to enter commercial settlement. In such case, Comcast may have to deal with Department of Justice if they think the company is being unfair to Apple.
Few years ago, Comcast agreed to pass the regulation requirement that it will provide NBCUniversal content to online video streaming companies at the same comparable rates that were quoted to the cable operators to show that content. However, it may calm down with its negotiating power if Apple deals with other broadcast providers.
If an online streaming service closes a deal with one of NBC’s peers, then Comcast is indebted to certify the comparable content at economical rates. For instance, if the new streaming service of Apple introduces CBS programming then Comcast is supposed to make its own programming at the same rates that were finalized between CBS and Apple.
Apple is said to be in talks with companies like CBS, Discovery, Disney and Viacom to make their content available on their new streaming service. Reportedly, the company plans to keep its pricing in the range of $20 to $40 per month.