NBCUNIVERSAL EXPANDS COMMITMENT TO BUSINESS OUTCOMES FOR ADVANCED TARGETED CAMPAIGNS THROUGH ATTRIBUTION PARTNERSHIP WITH ISPOT.TV
Companies Provide Solution for Validating NBCUniversal’s Optimized Linear Delivery of Business Outcomes for Advertisers
NEW YORK - May 4, 2018 - NBCUniversal today announced that it has expanded its measurement commitment to business outcomes for Audience Studio clients by partnering with iSpot.tv, the real-time analytics company that measures attention and conversions for TV advertising, to provide attribution services. With this new capability across its entire portfolio of broadcast and cable networks ahead of the 2018-2019 Upfront marketplace, NBCUniversal continues to innovate and offer advertisers third-party validation that its data-driven offering delivers quantifiable business outcomes.
NBCUniversal’s Audience Studio is the industry leader in advanced targeting and automation solutions. Integrating attribution measurement is a key innovation as the company moves to offer “always on” business outcome analytics and client-objective-based targeting to deliver marketer-specific outcomes.
“NBCUniversal has made a commitment to providing the best data-driven custom targeting capabilities for our clients to achieve their unique business outcomes, and now we’re taking steps to quantify the substantive benefits of advanced targeting of our premium content,” said Mike Rosen, Executive Vice President, Advanced Advertising and Platform Sales, NBCUniversal. “Providing relevant back-end attribution analytics of our client’s targeted media investments elevates the value of audience-buying ahead of this year’s Upfront.”
NBCUniversal clients will be provided site conversion reporting on optimized, linear managed service buys from NBCUniversal. Clients can access real-time dashboard reporting on how TV ad exposures are driving viewers to website, app or other digital activity, and the lift provided by the Audience Studio-optimized campaign vs. non-optimized portions of the campaign.
iSpot.tv, which has been working with NBCUniversal for three years, is a preferred attribution analytics partner of NBCUniversal’s Advertising Sales and Client Partnerships division. The company, which uses a proprietary system for tracking TV advertising activity at scale and in real-time, has created the industry’s leading Automated Content Recognition (ACR)-based measurement for all ads in a syndicated manner. The platform is made up of iSpot’s real-time catalog of TV ads, linear airings data, ACR data collected against its ad catalog from the Inscape panel of 8 million smart TVs and iSpot’s large-scale device graph. This industry-leading solution provides a consistent and accurate measurement of lift, conversions and predictive analytics for TV.
“We spent the last two years helping hundreds of brands on the buy side of the equation connect TV spending to business outcomes,” said Sean Muller, iSpot.tv CEO. “Now with a sell-side offering put in place by the forward-thinking Audience Studio Group at NBCUniversal, the TV advertising industry can move toward accountability and performance measures as a standard.”
Under the terms of the deal, existing iSpot clients may choose to enable NBCUniversal Audience Studio measurement, which will show the lift in conversion rates of NBCUniversal Audience Studio-targeted units compared to baseline conversion rates. For non-iSpot clients, NBCUniversal will offer the service as part of its Audience Studio to validate lift in business outcomes.
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 suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit:www.nbcuniversal.com.
iSpot.tv provides real-time attention and conversion analytics for TV advertisers. The company’s analytics are built on top of its proprietary media-measurement platform, which catalogs every TV creative and measures its impression delivery across linear and on-demand TV environments. iSpot attention analytics measures the propensity of consumers to interrupt ad play on TV. iSpot conversion analytics is the new industry standard for TV attribution and directly connects TV ad impressions with web, app and other first-party data. The company’s dashboards, APIs and analytics are utilized by leading brands in every major industry, as well as by TV networks and agencies. More on iSpot.tv at https://www.ispot.tv.