NBCUNIVERSAL EXPANDS PROGRAMMATIC TV OFFERING BY ADDING ADOBE ADVERTISING CLOUD TO ITS AUDIENCE STUDIO
Fully Automated, Self-Service Platform Enables Marketers to Buy NBCUniversal National Linear Inventory on a Targeted Basis
NEW YORK, March 29, 2018 – NBCUniversal today announced that the company will expand its current self-service, programmatic media buying capabilities in its Audience Studio, to include the Adobe Advertising Cloud TV, the most widely used solution in the industry for automated, data-driven planning and buying of television advertising. This offering allows marketers to plan, manage and optimize their media purchases through the creation of a private marketplace of NBCUniversal’s entire portfolio of broadcast and cable television.
This capability, available now, adds Adobe to NBCUniversal’s ongoing expansion of availing its inventory to programmatic TV platforms.
“We continue to listen to our clients and the marketplace on areas of our industry that we need to develop and grow in order to help them achieve their business goals,” said Mike Rosen, Executive Vice President, Advanced Advertising and Platform Sales, NBCUniversal. “NBCUniversal partnering with Adobe brings together two market leaders to give current clients what they want: automation, data and precision; and self-service buying also brings premium video to a longer tail of new advertisers.”
“Delivering engaging and personalized brand experiences is the future of advertising, but realizing that vision at scale in TV is difficult today,” said Chris Luna, Media Manager, 3M. “We applaud NBCUniversal and Adobe Advertising Cloud TV for building the technology and fully embracing it on the supply-side, and look forward to using the platform.”
Advertisers will have access to advanced datasets to accurately target audiences and measure business outcomes attribute to TV investments, such as online purchases or time-spent on a brand’s website. Data available hails from leading third-party providers – including from pay TV providers, MRI and TV manufacturers – as well as first-party data from brands natively imported from Adobe Analytics Cloud.
“Delivering data-driven planning and optimization across all of our clients’ TV buys is a key priority for us at Dentsu Aegis Network,” said Mike Law, EVP, Managing Director, Video Investments at Dentsu Aegis Network. “However, to date we’ve found that the roll out of technology and inventory platforms enabling us to do that at scale has been slow. We are excited to see NBCUniversal and Adobe Advertising Cloud TV take the lead on making this a reality and we look forward to leveraging the platform to help us manage and optimize our clients’ investments.”
“There has been much discussion and speculation about automation in TV advertising, but NBCUniversal is delivering on that promise and leading the charge so advertisers can be as agile and targeted with their TV investments as they are in digital,” said Todd Gordon, Director of TV at Adobe Advertising Cloud. “By combining their media footprint with our own in marketing technology and enabling brands to activate their own data across channels, we’re changing what’s possible.”
Adobe Advertising Cloud and NBCUniversal are committed to an on-going development schedule of advancing automation workflows driving innovation and transformational change in the TV marketplace.
NBCUniversal is a first-mover in the television advanced advertising space, introducing the first national programmatic TV offering at scale and the first media industry’s first self-serve programmatic television offering. Programmatic TV ad buying is an offering within NBCUniversal’s Audience Studio, the company’s industry-leading advanced advertising platform. The Audience Studio combines the unmatched power of NBCUniversal’s content with its unique proprietary data asset and best-in-class data products to offer audience targeting capabilities across advertising channels.
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.
About Adobe Advertising Cloud Adobe Advertising Cloud is the industry’s first end-to-end, independent platform for managing advertising across traditional TV and digital formats. By focusing on brand safety, improving transparency and leveraging the full power of Adobe Creative Cloud and Adobe Experience Cloud, our platform enables advertisers to gain greater control of their global advertising spend and achieve their business objectives. The platform already manages roughly $3 billion in annualized ad spend on behalf of more than 1,000 global clients, including Allstate, Ford, Johnson & Johnson, Kraft, L’Oréal, MGM, Nickelodeon and Southwest Airlines. Learn more about Adobe Advertising Cloud.
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