NBCUniversal’s annual technology conference, One24, brought marketers together on Wednesday to learn more about the Comcast arm’s new tech and data capabilities. Noting that NBCU is bringing television advertising into the performance marketing future, the biggest takeaway involves the use of the hottest topic of the last 12 months: Generative AI.
For the first time, NBCUniversal is using generative AI to power audience targeting and drive advertiser performance.
In fact, NBCU’s discussions on Audience Segments Powered by Generative AI took precedent over its Summer Olympic Games experience on the Peacock OTT platform, as well as an expansion of NBCU’s programmatic offering, “commerce innovations,” and “One Platform Total Measurement,” with new partnerships across the purchase funnel.
“Television today is a full-funnel performance vehicle where marketers can launch, build and grow their brands across any screen at scale,” said Mark Marshall, Chairman of Global Advertising & Partnerships at NBCUniversal. “At One24, we’re continuing to drive our legacy of innovation, moving consumers from aspiration to action and partnering with marketers of all sizes to use technology to move their businesses forward.”
With NBCUniversal now using generative AI to power audience targeting and drive advertiser performance, the company now has the ability to analyze content across the NBCUniversal portfolio, paired with its first-party data sets. This, says NBCU, will produce “emotion-based, AI-powered audience segments.”
To date, NBCUniversal has developed 300 highly predictive segments that allow marketers to identify the right audiences with the right content, which will have the most impact for their campaign, the company says.
With that came the unveiling ofOne Platform Total Measurement, a new framework that supports the company’s cross-platform planning and activation technology, One Platform Total Audience, by bringing viewership insights and outcome-based metrics together.
“By automating, unifying, and lowering the walled gardens of measurement, marketers will have greater access to insights — from delivery to performance — that both count and prove their impact throughout every layer of the purchase funnel,” NBCU says.
Meanwhile, in a newly expanded partnership, NBCUniversal is integrating its “first-party identity spine” with VideoAmp to power One Platform Total Audience, providing audience-based cross-platform planning and measurement.
For real-time outcome-based measurement capabilities, NBCUniversal is partnering with Kochava to inform clients of lower-funnel, multi-screen attribution metrics such as app installs, in-app purchases, and website conversions.
One24 comes as a “NewFront” offering ahead of the traditional Upfront presentation on May 13 at Radio City Music Hall in New York.
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With the Olympic Games from Paris poised to lure advertisers and viewers, and the Paralympic Games also being televised on a NBCUniversal property, advertisers for the first time will be able to buy advertising programmatically, “marking a new era of open access to the biggest moments in live sports,” NBCU says.
And, through a partnership with The Trade Desk, NBCUniversal is opening up private marketplace, biddable access for advertisers to have the opportunity to connect with highly engaged audiences tuning into the Games, from the U.S. Olympic Trials, to the Olympic Games, and the Paralympic Games, it notes.
