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New Capabilities Offer All Businesses More Reach, Targeting Options and Engagement
REMOTE WORKSPACES EVERYWHERE — May 6, 2021 — Today, as part of the 2021 NewFronts, NBCUniversal unveiled its streaming and digital strategy across One Digital Video and Peacock including three new solutions for marketers, which provide greater scale, expand targeting options, and unlock new ways to engage audiences.
As demonstrated on stage at ONE21, NBCUniversal is committed to helping advertisers create significant business impact while making the entire process of reaching the right consumers at scale—from audiences to planning to delivery to measurement—as simple as turning on a television. Integral parts of One Platform, One Digital Video and Peacock offer seamless solutions that provide local, global and national advertisers a simple way to reach consumers through premium digital video. With digital and linear viewership on NBCUniversal expected to hold equal time with audiences within the next two years, One Digital Video and Peacock take the company’s incredible content portfolio and bring it to life across all screens.
With One Digital Video and Peacock, all businesses have:
- Access to the nearly 200M consumers NBCU reaches every month across its 300+ digital endpoints, inclusive of Peacock subscribers—two-thirds of whom, across Peacock’s 42M sign-ups, are new to NBCU’s digital and streaming audience
- Access to NBCUniversal’s complete ecosystem of premium, brand-safe streaming content— expected to exceed 10B hours in 2021 with viewership already nearing 900M hours a month—including:
- Can’t-miss shows, live sports, and news on NBCUniversal’s streaming products from Peacock to NBCU’s OneApp, NBC Sports, video-on-demand services and more
- NBCUniversal content on Hulu and YouTube
- NBCUniversal’s significantly expanded reach across video from major TV and premium digital publishers, with local targeting capabilities via NBC Spot On
- The reach of linear TV with the precision of digital
- Flexibility for marketers to transact the way they want, whether via direct IO, private marketplace, or programmatic guaranteed
- Custom curation and precision targeting tools to enable advertisers to reach the right audiences for their business objectives
- Peace of mind that marketers only pay for 100% completed ads with no fraudulent traffic, in addition to full transparency into campaign delivery
Today, NBCUniversal is expanding its digital and streaming capabilities with live linear dynamic ad insertion on vMVPDs, advanced contextual advertising and a new Peacock ad format. These innovations continue the company’s vision of creating new automated, self-service, and data-driven opportunities for businesses, and add to an already-powerful suite of solutions that bring the simplicity and efficiency of One Platform’s tech stack to digital marketers across all NBCUniversal’s streaming inventory.
Live Linear Dynamic Ad Insertion (DAI) Enablement on vMVPDs Offers Greater Scale
From on-demand to live streaming, NBCUniversal has been tapping into the power of dynamic ad insertion across entertainment, news and sports, including on NBCU’s OneApp, since the launch of its digital ad business.
Now, the company is expanding this capability on One Digital Video and transforming linear networks into digital video by converting the live linear cable feeds for CNBC, MSNBC, Oxygen, SYFY, and USA Network on vMVPD partners including AT&T TV, fuboTV, Hulu Live, Sling TV, and YouTube TV.
Already live on select networks and partners and expanding through 2022, this move increases the time spent on One Digital Video by over 40%, backed with the advanced targeting capabilities of One Platform. Fueled by growth in CTV, consumption of NBCUniversal content on vMVPDs is up more than 50% year-over-year, and DAI enablement on live inventory offers advertisers the opportunity to reach linear viewers with precision one-to-one targeting against high-value audiences.
NBCU’s Contextual Intelligence Offering Expands to Digital, Powering New Ways to Connect with Consumers
Marketers have the flexibility to activate in the way that works best to achieve their goals, whether it is through audience targeting by geography, device, demographic, or advanced segment or through contextual alignment by content genre or audience index, transacted through direct IOs or programmatically.
Coming later this year, NBCUniversal will be offering even more ways to connect with audiences by expanding its Contextual Intelligence offering to include advanced digital contextual advertising. Previously launched for linear buys, Contextual Intelligence will be rolling out across One Digital Video and Peacock, unlocking the ability for brands to align their creative more precisely with NBCUniversal’s unparalleled programming while ensuring brand safety using NBCU’s proprietary machine learning platform and the IAB’s category taxonomy.
Also on Peacock, advanced contextual advertising through Contextual Intelligence will join deeper audience targeting as well as programmatic buying this fall, allowing marketers to tap into the unparalleled premium streaming environment in an even more seamless, simple, and precise manner.
Spotlight Ads on Peacock Engage Viewers Everywhere
Following the successful completion of Peacock’s initial ad innovation roadmap set out in 2020, NBCUniversal is continuing to innovate in the streaming space with the launch of its newest format: Spotlight Ads.
Spotlight Ads enable immediate streaming scale unachievable on any other platform, mimicking the speed and reach of primetime but with the depth and breadth of content and consumers that only Peacock can provide. With Peacock’s monthly reach in key demos expanded to be on-par with that of broadcast prime by the fall, Spotlight ads will tap into this captivated audience in a brand-new way.
The ad format empowers marketers to tap into the 42M customers who have signed up for Peacock through one seamless ad buy. With Spotlight Ads, a marketer chooses a specific timeslot and within those hours, every Peacock viewer tuning-in to watch on the platform will see their chosen creative first. From launching a new campaign or product to tapping into a cultural moment, the possibilities with Spotlight Ads are endless.
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ABOUT NBCUNIVERSAL:
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.
