Streamlining Cross-Platform Ad Planning: NBCU Introduces AI-Powered Technology
NBCU introduces One Platform Total Audience, an AI-powered technology that revolutionizes cross-platform ad planning With machine learning and predictive analytics, it seamlessly creates a unified media plan across linear and streaming channels
Article Brief:
NBCUniversal unveiled a new AI-driven, cross-platform media planning and activation solution called One Platform Total Audience on January 8th, according to details provided to Our Website.
Utilizing machine learning and predictive analytics, the offering creates a unified media plan for linear and streaming platforms to effectively reach a brand's target audience. By utilizing NBCU's first-party data and advertiser data sets, the technology enables the wide-reaching and transparent targeting of consumers at the program level.
NBCU reports that One Platform Total Audience has completely sold out in key categories such as tech, auto, and retail for the first quarter of 2024. The media company intends to make the new platform accessible to more users in Q2 2024.
Article Insight:
In an age where cookies are losing their impact, media consumption is becoming more fragmented, and there is a rise in ad-supported streaming services, advertisers are seeking intelligent and efficient solutions. NBCU is introducing the new One Platform Total Audience solution, the latest advancement of its One Platform offering, which harnesses advanced technology and extensive data sets to target audience segments across various platforms.
NBCU's One Platform Total Audience has proven increased reach and efficiency with reduced impression waste for a brand in an early test. Advertisers also experienced a 25% higher brand engagement rate compared to narrow age and gender demographics for the same brands. With nearly 60% of NBCUniversal’s advertising clients utilizing audience-based buying and a 25% increase in strategic audience buying in the past year, meeting this growing demand is imperative.
To meet this demand, NBCU's One Platform Total Audience will automate budget allocation across linear and streaming to create an optimized media mix based on marketers' audience segments. The company will also introduce programmatic guarantees for media buys and new buy-side automated order and workflow management. Additionally, NBCU plans to transact at least half of its business on strategic audiences by 2024.
"2024 is poised to be a pivotal year of transformation," declared Mark Marshall, the chairman of global advertising and partnerships at NBCU. "Significant changes in measurement will disrupt everyone's media strategies, creating an unprecedented opportunity to align with strategic audiences and measure tangible KPIs for marketers. With the introduction of One Platform Total Audience, we are enabling our clients to enhance their media plans in an entirely new manner and optimize the efficiency of their advertising expenditures to achieve their business objectives."
NBCU's latest offering exemplifies the industry's shift in its approach to media. As an example, Dentsu's projection for overall ad spending in 2024 highlights how advertisers are now prioritizing attention over reach in their media planning, with digital accounting for more than half of total expenditures.
