What NBCUniversal’s local-global mix means for marketers

E! Online has created a new local editorial team, which means deeper engagement for both local audiences and advertisers, according to Pete Harrison, head of content partnerships, Australia and New Zealand at NBCUniversal.

It’s also launched new, socially led short form content that “enables brands to integrate in mobile friendly formats” for local brands keen to target younger audiences across social and digital platforms, he adds.

Meanwhile, the acquisition of the People’s Choice Awards brings huge integration opportunities for brands. Voted for by fans all over the world, the Awards last year notched up more than 300 million votes – and NBCU will go large across all of its platforms with coverage in the lead up to the Awards next month.

“No matter where you look, you will see E! People’s Choice Awards,” says Harrison. “There are great ways for local advertisers to be involved in that.”

"70% of the audience is on mobile and coming from social” so E!’s video content is a great way for us to capture this audience and build integration pieces for clients utilising the content creation capabilities of NBCU. Some of E!'s most recent content includes Shoesday and Get Ready With Me featuring E! Australia host, Ksenija Lukich as well as exploring new pop-culture categories and influencer contributors with the likes of Celebrity Eats.

For opportunities to partner across the NBCU platform, please contact Sarah Lattouf to find out more.