NBCUniversal Expands Its One Platform Offering For Advertisers

With CES set to kick off tomorrow in Las Vegas, NBCUniversal has announced an expansion of its tech enhanced One Platform offering for advertisers. One Platform Total Audience, the media company’s AI driven planning and activation suite of tools, is touted as a way for advertisers to attain unduplicated reach through a single media buy across linear and streaming.

NBCU, which launched One Platform at CES four years ago, announced along with the expansion a goal of transacting 50% of its ad business on strategic audiences in 2024. NBCU’s flagship streaming service Peacock is a key element of the company’s strategy. When it launched in 2020, its orientation toward advertising made it unique, but in the intervening years Disney, Netflix and Amazon have entered the suddenly crowded streaming ad field.

Related Stories Executives Seasoned Media Executive Peter Liguori Takes Reins Of Ad Tech Firm VideoAmp As Executive Chairman Amid Layoffs Of 20% Of Workers News GroupM Launches Ad Innovation Accelerator, A Cross Industry Effort To Evolve Past 30 Second Spots One Platform Total Audience uses machine learning and predictive analytics, leveraging NBCU’s first party data, along with advertisers’ data sets, to develop a plan, the company said.

The new setup has sold out of inventory for the first quarter of 2024, including in major categories like tech, auto, and retail. NBCU said initial results indicate that advertisers have seen a 25% higher brand engagement rates than narrow age and gender demographics for the same brands. Nearly 60% of NBCU ad clients use audience based buying, the company said.

Strategic audience business has grown 25% over the same point in 2023, the latest indication of an ongoing shift away from traditional Nielsen demo numbers as the backbone of the TV ad business. “From day one, NBCUniversal has evolved its business to connect with consumers where they are, while giving advertisers a seat at the table,” said Mark Marshall, Chairman, NBCUniversal Global Advertising & Partnerships.

“2024 will be a watershed year for change. Seismic shifts in measurement will throw everyone’s media mix models up in the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers. With One Platform Total Audience, we are empowering our clients to supercharge their media schedules in a whole new way and maximize the effectiveness of their ad dollars to achieve their business goals.”.