SANTA MONICA, Calif. – Consumers have more ways to watch television programming than ever before, challenging advertisers to reach them among multiple platforms. Comcast’s NBCUniversal wants to help marketers engage those audiences, whether they’re watching traditional linear television or streaming video on the Peacock ad-supported video on demand (AVOD) platform.

“We’ve really seen an acceleration in the adoption and ways in which marketers are powering their investment with advanced audiences,” Ashley Luongo, senior vice president of advanced television and programmatic digital sales at NBCUniversal, said in this interview at the Beet Retreat Santa Monica.

She pointed to the media company’s original programming, viewership metrics and connections to automated ad auctions as key reasons for marketers’ heightened interest in advanced advertising.

“We also are seeing the rise of cross-platform campaigns,” Luongo said. “About 85% of our top 100 clients are using an advanced audience to power some part of their media campaign.”

Dispelling Misconceptions

Advertisers who aren’t familiar with data-driven linear television or alternatives to the dominant measurement companies may fret that they’ll lose flexibility with campaigns. Luongo said NBCUniversal has addressed those concerns.

“We offer flexibility in terms of activation opportunities,” she said. “We actually have a cross-section of inventory that we look at right across our whole pool right in the upfront marketplace.”

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