On the eve of the TV upfront advertising market, NBC says it is committing $1 billion in data-driven inventory to do this.
Linda Yaccarino, chairman of advertising sales and client partnerships of NBCUniversal, stated: “By bringing together premium content at scale with guarantees based on business priorities, we’re giving clients the best of both worlds: The audiences they need and the targeting they crave, which is superior to other platforms.”
The move will help, for example, with potential car buyers before any NBCUniversal inventory is committed in the upfront.
NBC says this strategy helped drive record results for Universal Pictures’ “The Secret Life of Pets,” which had the highest U.S. box-office opening ever for an original animated film.
As part of the effort, the network is expanding three other services:
NBC says its 2-year old Audience Targeting Platform -- its advanced targeting capability -- is now available to clients across all advertising categories, extending this opportunity to the scatter marketplace in addition to the upfront.
Its linear TV programmatic offering started last year -- available on a limited basis in the scatter market -- will be available in the upfront marketplace.
In addition, NBCUniversal will expand its Demand Side Platform (DSP) partners beyond Tube Mogul, AOL and Videology. Known as its Audience Studio, the company has worked with more than 400 leading advertisers.
In the last two years, other TV/media companies have also expanded their efforts to guarantee business results as opposed to traditional Nielsen-based TV ratings.