NBCUniversal’s Insights at CES 2024 


January 17, 2024

Highlights from NBCUniversal at CES 2024: Innovation and Engagement

NBCUniversal’s Global Advertising & Partnerships division participated in CES 2024 in Las Vegas on January 8-11, which brought more than 130,000 attendees together to discover new trends throughout technology, business and entertainment.  

Throughout the week, Mark Marshall, Chairman, Global Advertising & Partnerships, and executives from across the division shared updates to our advertising technology through a series of speaking engagements. Additionally, with the Paris 2024 Olympics and Paralympics less than a year away, NBCUniversal brought a taste of Paris to Las Vegas with the “Café Olympique,” an on-the ground activation featuring a one-of-a-kind Olympic AR photo experience and Parisian treats to drum up even more anticipation for the sporting event of the year.  

At this year’s CES, we set out to demonstrate how NBCUniversal leads with effectiveness. With NBCUniversal’s premium content slate, advanced advertising capabilities, scale, and precision, we deliver and drive results for our clients like no other advertising partner in the market. 

Introducing One Platform Total Audience: NBCUniversal's Latest Advancement in Advertising

NBCUniversal kicked off CES 2024 with the launch of One Platform Total Audience, a game-changer in cross-platform advertising powered by our AI-driven tech and developed with marketers in mind. Built hand-in-hand with our brand and agency partners, One Platform Total Audience provides unduplicated reach across screens and empowers brands for maximum ad impact while keeping brand safety top of mind. 

“From day one, NBCUniversal has evolved its business to connect with consumers where they are, while giving advertisers a seat at the table,” said Mark Marshall, Chairman, NBCUniversal Global Advertising & Partnerships. “2024 will be a watershed year for change. Seismic shifts in measurement will throw everyone’s media mix models up in the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers. With One Platform Total Audience, we are empowering our clients to supercharge their media schedules in a whole new way and maximize the effectiveness of their ad dollars to achieve their business goals.” 

Also, during CES week, NBCUniversal shared an update on our programmatic advertising capabilities with the marketplace. We are investing heavily in the future of programmatic advertising and have recently partnered with alternative demand-side platforms (DSPs) to help smaller companies break into the streaming landscape. And these new advertisers, as well as long-standing clients, have gravitated to our live event offerings on Peacock with 117% more advertisers serving ads programmatically to our live events this past year. (Adexchanger) 

On-the-Ground at CES: NBCUniversal's Engagements and Partnerships

To showcase the advances we are making to our advertising ecosystem, Mark Marshall and NBCUniversal Advertising & Partnerships executives Josh Feldman (Global CMO), John Lee (Chief Data Officer), Abbey Berryman (SVP, Client Partnerships), Peter Blacker (EVP, Streaming & Data Products and Head of Diversity, Equity & Inclusion), and Joe Cady (Executive Vice President, Advanced Advertising & Partnership) participated in a series of speaking opportunities at CES 2024 to emphasize how we lead with advertising effectiveness like no other partner in the market.  

Topics ranged from how NBCUniversal is redefining audiences for the advertising industry, to the power of fandoms, to industry trends and predictions for the year ahead.  

To conclude the week, Mark Marshall participated in Variety’s The Presidents Roundtable with other industry leaders from Netflix, Warner Brothers Discovery, and Disney to discuss new advertising strategies, advancing analytics, flexibility for marketers, and improved choice of content and convenience for consumers. 

Overall, NBCUniversal's robust presence at this year’s CES highlights our commitment to innovation and leadership in the media and entertainment industry. With investments in premium content, advertising technology, and strategic partnerships, NBCUniversal continues to shape the future of the industry while delivering first-class entertainment experiences built with the consumer in mind. As evidenced by this year's lineup of speakers, on-the-ground activations, and insightful discussions, NBCUniversal's strong presence at CES 2024 only reinforces our position as a trailblazer in the industry, poised to excel in the dynamic and ever-evolving media landscape.