VIEQUES, PR – It would be an understatement to say that NBCUniversal is going all in on audience targeting and guarantees. Not only has the media giant committed to making up to $1 billion of its inventory available for guarantees in this year’s Upfront season, it’s switched all of its optimization offerings to “always on,” says Denise Colella, SVP of Advanced Advertising Products & Strategy.
“That’s really exciting because we’ve been investing in our data capabilities and our audience platforms for a couple of years now and we’re ready to put our money where our mouth is,” Colella explains in an interview at the recent Beet.TV Executive Retreat titled Video Everywhere! The Transformation of Media & Advertising.
In the past, NBCU’s Audience Targeting Platform was available only during the Upfront period, while its NBCUx programmatic linear product was limited to buys in the scatter market. “Now that we’re seeing the great results that we’re getting and we’ve invested in the ability to scale these, we’re turning all of our data products always on,” Colella says.
Part of the momentum comes from advertisers, which are increasingly investing in their own data infrastructures to enhance TV audience targeting. NBCU has a unique position in that advertisers can use their own data and demand-side platforms to buy programmatically on NBCU’s platform, according to Colella.
“At this point in time we know who is consuming the content,” she says. “The value proposition is really to speak to consumers individually and make sure we’re providing the best return on ad spend for our advertisers.”
Given its plethora of properties—ranging from entertainment to sports, news to Hispanic brands—NBCU has no shortage of insights into its more than 100 million unique visitors.
“We know a lot about our consumers, whether it’s what platform are they consuming our content, when are they booking golf games with our properties like Golf Now, what movies are they watching on Fandango and when are they going to the theatre,” Colella says.