NBCUniversal aired a glamorous show in front of televisions on Monday. The actor, musician, dancer and comedian vouched for his NBCU media value during flashy performances and trailers.
But NBCU executives said little about advertising.
Mark Marshall, chairman of Global Advertising and Partnerships, didn’t even take the stage until an hour and a half into the two-hour event.
But during the five minutes Marshall spent talking about advertising, he shared the latest data about NBCU’s audience targeting services within its One Platform. NBCU was upgraded ahead of his CES in January, adding AI capabilities to help automate audience planning across linear and streaming.
NBCU Viewer Platform
Marshall cited examples such as Domino’s Pizza’s GroupM campaign, which used NBCU’s revamped audience platform to drive a 38% increase in sales compared to traditional purchasing methods.
Marshall said a similar test campaign with Omnicom Media Group increased cross-platform reach by 38% and increased search volume by 22% compared to “traditional transactions,” the code for Nielsen panels. % increase.
The early success of audience targeting capabilities within the One Platform shows that “not all impressions are created equal,” Marshall said. “Let’s keep that in mind as we negotiate in the coming weeks.”
Marshall also resonated with the buy-side’s most pressing desire: transparency.
He told advertisers in the audience that the advertising budget “is your money and you have a right to know where every ad unit is running.” “Not everyone shares the same level of transparency.”
Marshall drew applause despite the fact that he didn’t share any specific examples on stage of how NBCU provides buyers with transparency that its competitors don’t. But hey, sometimes thinking matters.
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NBCU Sports Opportunities
Although NBCU’s ad tech suite was relegated to a quick summary at the end of the upfront presentation, the station did take some time to introduce sports, specifically the upcoming Paris Olympics.
In addition to adding Snoop Dogg as an Olympic correspondent (yes, seriously), NBCU also shared viewership projections.
Mike Tirico, an announcer and sports commentator for NBC Sports, said the Paris Olympics, including the upcoming Olympics, should reach “the audience excitement equivalent of eight Super Bowls.” (This equates to approximately 1 billion viewers.)
To enhance its reach projections, NBCU announced in March that new viewing options, such as split screen that plays up to four different events simultaneously, could help increase the amount of time people spend watching games. Advertisers were reminded of one thing. Additionally, Olympic inventory will be available for bid on Peacock for the first time.
Go bidding or go home?
