nbcuniversal

Mark Marshall shares one thing with his predecessor. On the subject of measurement and currency, he’s impatient. I wold love to say we’ll make huge progress,” Marshall, told Beet.TV about the. industry’s efforts toward embracing alternatives to Nielsen. “We continue to spin our wheels a bit. Marshall, who was just named NBCU’s interim chairman of […]

Amid a flurry of activity ahead of the 2023 TV upfront ad sales period, NBCUniversal is the latest to new measurement capabilities, thanks to new partnerships with two measurement suppliers. The company says it will transact on Comscore across local markets and will use Innovid’s InnovidXP to derive cross-platform, outcome-based KPIs for local marketers. In […]

Last year, the in-game ad tech company Anzu helped American Eagle launch a virtual store in Roblox. The Israeli-startup also announced a partnership with NBCUniversal. The message seemed clear – Anzu and in-game advertising gaming was ready to go big. But not every brand is ready to, or needs to, build out their own custom […]

These days, it isn’t just content that gets an annual showcase moment. For NBCUniversal, the software is the star, too. A week after presenting its programming roster to ad buyers at its Peacock Upfront, the company is also unveiling the full list of its 2022 Commercial Innovations, a slew of ad formats. In this video […]

NBCUniversal doesn’t only want TV to be used as a brand-building medium. It is also going after the other end of the funnel. In a new move, the company is making a strategic investment in TV ad-tech software vendor tvScientific to launch Peacock Ad Manager, a new self-service ad-buying platform with attribution. In this video […]

The company had already streamlined its considerable ad sales offering as ertising/oneplatform/. Now NBCUniversal is consolidating the under-the-hood data that powers it all. In this video interview with Beet.TV, John Lee, Chief Data Officer, NBCUniversal, details the company’s newly-launched data platform, dubbed “NBCUnified”. Data difference The new NBCUnified platform comprises NBCU ID, Data Marketplace and […]

LOS ANGELES — If anyone wanted to understand the clamor to reinvent the TV ad measurement space, they need only look at the Lumascape-like graphic Kelly Abcarian presented at the recent Beet Retreat in Santa Monica. Transformation is a journey—and if we’re ever going to get there, we’re going to need a map. So proud […]

When you’re a peacock whose rainbow wings spread across a wide variety of media channels, ensuring you get the correct assets in place can be a challenge. That’s why NBCUniversal has announced it will adopt Ad-ID, a kind of “bar code” identifier for advertising, as its standard for managing ad asset in-flow through its One […]

With e-commerce sales expanding faster than the advertising market, the integration of content and commerce has become a bigger priority for media companies. The pandemic sped up this convergence as consumers shunned brick-and-mortar stores and spent more time shopping from home. NBCUniversal, which today is hosting its One21 event to showcase its One Platform that […]

If you needed any more proof that digital video was merging with traditional TV, look no further than the latest announcement from Comcast. Last week, it announced that its FreeWheel ad serving tech unit had begun unifying its technology set, with a first stage meaning NBCUniversal now using FreeWheen’s dynamic ad decisioning capability to drive […]

Another nail in the coffin for traditional ad measurement metrics? NBCUniversal has become the latest media owner to launch its own effort to quantify impact for advertisers. It’s called Total Investment Impact, an attempt to measure the effectiveness of advertising across campaigns, screens and platforms, focused not on simple impressions but on business results. In […]

What if the “new normal” were better than the old one? Whilst the COVID-19 pandemic has up-ended traditional business practices, a growing school of thought, amongst those that are successfully pivoting, posits that these changes were overdue and are, ultimately, beneficial. In this video interview with Beet.TV, Denise Colella, SVP, Advanced Advertising Products and Strategy […]

LAS VEGAS– Denise Colella, svp of advanced advertising at NBCUniversal, says this year at the Consumer Electronics Show, the question that’s top of mind is whether or not this year is the year of addressable – when addressable measurement will finally extend beyond streaming services to all platforms. “Just as they used to say ‘Is […]

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

Over the last year, TV networks have been bending over themselves to provide the capabilities demanded by the fastest-growing segment of new advertisers – smaller, “direct-to-consumer” brands. But it turns out those same capabilities may also trickle up to the big brands that were more commonly thought of as TV advertisers. That is according to […]

CANNES — When Comcast acquired European satellite TV provider Sky last year, it didn’t just get a leading continental telco and TV operator; it also got one of the world’s earliest addressable TV pioneers. Sky launched AdSmart back in 2014, using its own customer data to analyze viewers on advertisers’ behalf and sending household-specific linear TV ads […]

With a host of brands seeking to unlock growth through creativity, two new awards and a new initiative called Connect, Learn, Experience (CLX), the Cannes Lions International Festival of Creativity “will be a little bit busier and a little bit bigger than last year,” says Chairman Philip Thomas. Although Cannes Lions started in 1954, it […]

While video content fragmentation is great for viewers, it can be “a little overwhelming” for advertisers. One of the ways that NBCUniversal hopes to make it easier—on a global scale—is its new AdSmart offering with Sky, which was recently acquired by NBCU parent Comcast. “One of the newer and exciting announcements for us is Sky […]

One was launched seven years ago, bringing targeted TV ads to individual households before the practice was even known as “addressable”. The other appeared in 2016, tying together four suites for buying ads across devices. Now Comcast is merging NBCUniversal’s Audience Studio with Sky’s AdSmart, after the owner acquired the European pay-TV company last year. […]

Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore’s seat at […]