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NBCUniversal Drives Performance Marketing Into the Future With New Technology & Data Capabilities

First-Ever Programmatic Offerings for NBCUniversal’s Presentation of the Olympic and Paralympic Games And Expanded Shoppable Experiences Give Marketers Unmatched Ways to Engage with Viewers


March 20, 2024

At One24, NBCUniversal unveiled new tech and data capabilities, bringing television advertising into the performance marketing future. From identifying the right audience segments to activating and engaging with viewers and measuring the impact for brands across the purchase funnel, NBCUniversal’s unmatched innovation empowers today’s marketers to maximize media effectiveness across all screens of television. 

"Television today is a full-funnel performance vehicle where marketers can launch, build and grow their brands across any screen at scale,” said Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal. “At One24, we’re continuing to drive our legacy of innovation, moving consumers from aspiration to action and partnering with marketers of all sizes to use technology to move their businesses forward.”  


Audience Segments Powered by Generative AI 

  • For the first time, NBCUniversal is using generative AI to power audience targeting and drive advertiser performance.  
  • This new capability analyzes massive amounts of content across the NBCUniversal portfolio paired with the company’s extensive first party data sets to produce emotion-based, AI-powered audience segments. To date, NBCUniversal has developed 300 highly predictive segments that allow marketers to identify the right audiences with the right content, which will have the most impact for their campaign.  


The Olympic and Paralympic Games 

  • For the first time ever, NBCUniversal’s presentation of the Olympic and Paralympic Games will be available to advertisers programmatically, marking a new era of open access to the biggest moments in live sports.  
  • Through a partnership with The Trade Desk, NBCUniversal is opening up private marketplace, biddable access for advertisers to have the opportunity to connect with highly engaged audiences tuning into the Games, from the U.S. Olympic Trials, to the Olympic Games, and the Paralympic Games. 

Commerce Enhancements 

  • NBCUniversal is shaping the future of shoppable television with a new, commerce-led ad innovation across the portfolio called Virtual Concessions. Viewers of highly anticipated sporting events or ready to binge movie marathons can purchase food, beverages, and other items to be delivered to their doorstep. The fan-first capability, which allows brands to enhance the viewing experience, will officially launch during the Olympic and Paralympic Games Paris 2024 presentation. 
  • NBCUniversal’s AI-powered Must ShopTV ad innovation is expanding to include a total of six franchises across NBCUniversal’s portfolio on Peacock, including “Below Deck,” “Love Island USA,” “Southern Charm,” “Summer House,” “Top Chef,” and “Winter House,” enabling brands to connect with fans as they shop the moment. 
  • Additionally, in partnership with Comcast, NBCUniversal is piloting an interactive, shoppable integration with NBCUniversal Checkout on Xfinity’s X1 entertainment platform on episodes throughout the 21st season of Bravo’s “Top Chef”. Fans can use their remote to browse products inspired by the show, further bridging the gap between audience engagement, brand connection, and performance marketing.  


One Platform Total Measurement 

  • NBCUniversal is unveiling One Platform Total Measurement, a new framework constructed with partners in mind that supports the company’s cross-platform planning and activation technology, One Platform Total Audience by bringing viewership insights and outcome-based metrics together.  
  • By automating, unifying, and lowering the walled gardens of measurement, marketers will have greater access to insights – from delivery to performance – that both count and prove their impact throughout every layer of the purchase funnel. 

 New Partnerships Across Every Level of the Funnel 

  • In a newly expanded partnership, NBCUniversal is integrating its first-party identity spine with VideoAmp to power One Platform Total Audience, providing audience-based cross-platform planning and measurement for an always-on, full-funnel view of performance for marketers. 
  • The company is expanding its partnership with EDO for greater mid-funnel engagement metrics connected to cross-platform outcomes. 
  • For real-time outcome-based measurement capabilities, NBCUniversal is partnering with Kochava to inform clients of lower-funnel, multi-screen attribution metrics such as app installs, in-app purchases, website conversions, and more. 
  • These partnerships within this new framework bring viewership insights and outcome-based metrics together, helping advertisers understand their campaign’s performance. 

On Monday, May 13th NBCUniversal will host its Upfront presentation at Radio City Music Hall to showcase its premium content slate, iconic IP, and inspiring talent, all of which are powered by the company’s data and technology prowess.