NBCUniversal is expanding digital inventory and audience targeting capabilities to local marketers across the nation by bringing its recently launched NBC Spot On platform under the NBCUniversal One Platform trading model.
This, the Comcast unit says, is the next way it is scaling its offerings, opening up more of its audiences and assets to even out the playing field for all marketers on a global level.
The shift by NBCUniversal widens its available digital inventory, addressable products, and advanced targeting by scaling NBC Spot On across One Platform.
Launched in February, NBC Spot On was designed to give local, regional CTV and OTT access to “premium, brand-safe video inventory” from the company’s own portfolio — and a marketplace of “select” premium video partners.
Now, these “premium opportunities” are being made available across Peacock, YouTube, and Apple News to local marketers.
Further, additional digital and streaming inventory will be made available through NBCU’s OneApp, which encompasses NBC, Bravo, E!, USA, Oxygen, MSNBC, and SYFY.
NBCUniversal says it reaches 200 million people every month across all its digital properties. “These enhancements will double the available digital inventory from O&O properties and third parties, helping marketers to connect with audiences in their desired regions at scale,” it claims.
“Local advertisers have always seen the value in reaching audiences where they are, and they’ve told us they want more digital premium video options,” says Frank Comerford, Chief Revenue Officer of Local Advertising and Partnerships at NBCU. “Expanding NBC Spot On’s inventory and capabilities gives our teams even more options to deliver exactly what local marketers need to help them connect with more and new audiences on any screen.”
Krishan Bhatia, NBCU’s EVP/Business Operations & Strategy, NBCUniversal, adds, “By opening up more of our owned and third-party digital inventory to local advertisers, we’ve transformed NBC Spot On into a supercharged local digital sales offering…Small and medium businesses have long turned to NBCUniversal for their local advertising needs, and the sales team has always delivered premium content alongside geo-targeted audiences. Now, we’re bringing even more must-watch content on dozens of platforms to advertisers who want to reach audiences at scale in a specific region.”
