NEW YORK — Upfront Week begins Monday, and NBCUniversal is readying for another gathering of its key executives to tout its content across its various platforms to marketers and ad agency representatives in attendance.
Ahead of its event, the Comcast unit shared the details of a recent campaign involving a fashion-forward footwear brand that demonstrates how effective TV is for achieving brand lift.
NBCUniversal teamed up with Tinuiti, a “full-funnel” marketing agency, in sharing the insights, which they say “further prove television is a performance marketing engine for advertisers, across every layer of the purchase funnel from brand-building all the way down to conversion.”
How so? NBCUniversal and Tinuiti partnered with NOBULL to demonstrate the impact of the premium-content streaming environment on advertising effectiveness.
“Across the board, the results from NOBULL’s campaign proved the power of premium IP and streaming to drive incremental revenue and additional critical business metrics above and beyond a search and social heavy investment mix,” NBCU says.
Through a strategic shift in ad spend from search and social to streaming, NOBULL saw:
- +19.8% site visits
- +5.5% purchases
- +3.7% in total revenue (estimated with statistical significance at the 80% confidence level. Site visits and purchases lift estimates were statistically significant at the 95% confidence level)
Additionally, as a result of the campaign, the sneaker category overall experienced a 18% lift in non-branded shopping clicks through purchases, demonstrating the category-wide impact of streaming and premium IP.
“The results from our campaign demonstrate the power of streaming and premium IP to unlock not only brand lift, but real business results,” said Sean Odlum, Chief Product Officer at Tinuiti. “Advertiser dollars need to work harder than ever before, and it’s clear that reallocating dollars to upper-funnel channels like premium video can supercharge performance. Streaming belongs in the performance conversation, right alongside search and other performance stalwarts.”
The insight comes as NBCUniversal and Tinuiti expand their partnership with a new data collaboration. “Now, Tinuiti brands can leverage authenticated identifiers across NBCUniversal’s extensive digital properties,” NBCU says
“Since its inception, television has proven to foster deep connections amongst audiences, while also fueling brand love and awareness,” said Alison Levin, President, Advertising and Partnerships at NBCUniversal. “The data that we’ve unveiled today further illustrates that premium TV is a powerful performance marketing engine across the entire purchase funnel. By shifting spend into upper funnel channels, marketers can both enhance brand metrics and drive strong lower funnel KPIs. This collaboration reinforces premium TV advertising delivers a dual-purpose and is the key to maximizing brand growth.”
